13-Year-Olds And AR Filters: Snapchat’s Unorthodox Pitch To Advertisers

13-Year-Olds And AR Filters: Snapchat’s Unorthodox Pitch To Advertisers

In the world of social media, Snapchat has in many ways been the comeback kid of 2019.

The company’s share prices fell into decline shortly after going public in 2017, falling to an all-time low in December last year.

But it’s been a case of ‘new year, new me’ so far for the Evan Spiegel-led company, with share prices now up almost 200 per cent since January.

The revival has been built around two main pillars; embracing youth and pushing innovation.

And the two go hand-in-hand.

Snapchat reaches more 13-24 year-olds than either Facebook or Instagram in the US, UK, France, Canada, and Australia, the company recently shared during the recent Snap Partner Summit in LA.

But having dominance over this specific demographic does not automatically translate into success, especially when the main source of revenue is advertising.

“The biggest challenge when targeting the 13 to 18-year-old audience is addressing the perception, reality, of just how influential this particular audience is,” said Snapchat Australia GM Kathryn Carter (pictured) in an interview with B&T.

“What we’re seeing is that increasingly, brand consideration, brand preference, and brand awareness is built in those early years.”

“The need for brands to establish their credentials, point of view, and legacy, with this generation, is absolutely critical; not just for them as today’s consumer, but certainly them as tomorrow’s consumer.

Carter confirmed Snap Inc is working with marketeers and agencies to ensure they are aware of “the influence of that audience”.

Demystifying AR

Once viewed as an emerging technology, Augmented Reality (AR) has now been thrust into the mainstream, largely on the back Snapchat.

“It’s been something which we have led the way since its inception,” Carter said of the technology. “We’ve been doing it for longer and at a bigger scale than any of the other platforms out there.”

And while much of the popularisation of AR on Snapchat has been on the back of fun and interactive filters that allow users to artificially change their appearance, the key for Snap Inc has been commercialising it.

“AR isn’t a novelty, AR is something which is a scalable solution to drive engagement and increasingly business results as well,” said Carter.

Snap’s data shows 70 per cent of its 200+ million daily users are interacting with AR in some way for three minutes a day.

And according to Carter, this reach combined with the ability for businesses to integrate it with their brand makes it an”incredibly sophisticated, incredibly immersive, incredibly impactful advertising solution”.

“We really firmly believe that it is the advertising solution for the mobile generation.”

This might look like a ‘branded lens’, where users can have an interactive experience with a brand through their phone, whether that be trying on a pair of virtual shoes, as Foot Locker in the US enabled, trying on makeup or promoting an upcoming movie.

AR advertising on Snapchat has taken on many different forms since arriving on the platform. But the latest ‘AR to DR’ iteration could prove the most impactful.

“When we first launched it, AR was mostly about driving awareness and consideration,” Carter said.

“Now, with the developments that we’ve had from a technology perspective, mean that we can say, ‘okay, not only are we launching a new movie, but if you have interacted and engaged with that AR experience, you can now click to purchase the tickets’.

“It’s really connecting the AR experience to a direct response.”

 




Please login with linkedin to comment

Augmented reality Kathryn Carter Snapchat Social Media

Latest News

‘Never Pick a Fight With An Infinite Amount Of Paper And Ink’ – Media Buyers React To Facebook’s Stoush With Publishers
  • Media

‘Never Pick a Fight With An Infinite Amount Of Paper And Ink’ – Media Buyers React To Facebook’s Stoush With Publishers

Meta’s decision to walk away from news content deals has angered publishers and the Government, but will advertisers care? Media buyers and agency bosses, who spoke to B&T under the condition of anonymity, weigh in. Facebook officially unfriended publishers by revealing it plans to walk away from news content deals when the current lot expires. […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

The World Reacts To NRL In Vegas: “They Are All So Tall & Handsome”
  • Media

The World Reacts To NRL In Vegas: “They Are All So Tall & Handsome”

The NRL season officially kicked off with two huge live games from Las Vegas yesterday. As the dust settles on the first year of a multi-year plan to expand the game into new markets, B&T unpacks all the reactions worldwide. All eyes were on Vegas yesterday as the games got underway. Despite most reports saying […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]

Free TV Launches Major Advertising Campaign To Protect Free Sport & TV Content
  • Media

Free TV Launches Major Advertising Campaign To Protect Free Sport & TV Content

Free TV will launch a major television advertising blitz to warn Australians that free content will increasingly disappear without a Federal Government intervention. The peak body for free TV broadcasters, including Seven, Nine and Ten, is urging the Government to strengthen its Prominence and Anti-siphoning Bill. The advertising campaign, which will launch nationally today, highlights […]

Accenture Acquires The Lumery To Strengthen Its Marketing Transformation Services In Australia
  • Marketing

Accenture Acquires The Lumery To Strengthen Its Marketing Transformation Services In Australia

Accenture has acquired The Lumery, a Melbourne-based marketing technology (martech) consultancy that helps leading organisations deliver seamless customer experiences and transform their marketing services. The acquisition will strengthen the marketing transformation capabilities of Accenture Song – the firm’s tech-powered creative group – and add significant depth to its offerings in Australia, such as personalisation, CRM […]

Meta Deal Required Network 10 To Share 18,000 Videos On Facebook
  • Media

Meta Deal Required Network 10 To Share 18,000 Videos On Facebook

Following Friday’s controversial news that Facebook is abandoning its news content deals with local content providers, the Australian Financial Review has shed some light on the nature of the deals. Summary agreements obtained by the AFR, owned by Nine, show that Network 10 was required to upload some 18,000 videos to Facebook in return for […]

Aveo & Publicis Launch Campaign Celebrating Finding Your Together
  • Campaigns

Aveo & Publicis Launch Campaign Celebrating Finding Your Together

Australian retirement living provider, Aveo, reminds Australians of the importance of finding togetherness at all stages of life through a new multi-channel campaign via Publicis Worldwide Australia. We know that through every life stage, the community we share experiences with greatly contributes to our happiness and enriches our lives. The campaign embraces Aveo’s role in […]

Industry Experts Encourage Regional  Advertising At First 2024 Boomtown Masterclass
  • Advertising

Industry Experts Encourage Regional Advertising At First 2024 Boomtown Masterclass

Advertising in regional Australia should be a ‘no-brainer’, according to national industry experts, who kicked off Boomtown’s 2024 masterclass series last week. Boomtown – the collaborative representing the millions of people living in regional Australia – held its first regional media masterclass for 2024 last week, with close to 100 industry representatives in attendance. Participants […]

B&T 30 Under 30 Finalist Rosemary Ball: From Bed-Bound To Getting My Dream Job
  • Media

B&T 30 Under 30 Finalist Rosemary Ball: From Bed-Bound To Getting My Dream Job

When The Shannon Company’s Rosemary Ball saw her name on the shortlist of the PR category for B&T’s 30 under 30 awards last year, it was a “surreal” moment. “I genuinely cried,” she told B&T. There was a time when having a career, much less being shortlisted for an award, was a distant dream for […]

Spotlight On Sponsors: Fresh Melbourne Storm Deals Drive The Team Into 2024
  • Marketing

Spotlight On Sponsors: Fresh Melbourne Storm Deals Drive The Team Into 2024

It’s been a rough few seasons for the Melbourne Storm, but despite a bought of injuries to superstar players, the team somehow pulled their way into the top three last year. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season. With […]

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]