eMarketer moderates a special webinar presentation, featuring Snapchat, and presented by Brand Networks. The focus is how today’s leading digital marketers are taking advantage of Snapchat’s advertising solutions to create memorable brand experiences, drive product consideration, and deliver conversion.

1. Snap ’til You Drop
Full-Funnel Snapchat Advertising Strategies for
Retail and Commerce Marketers and Their Agencies
April 10, 2018
TECH-TALK TUESDAY

2. AGENDA
THE WHY
• Why are consumers obsessed?
• Why are advertisers jumping in?
THE HOW
• How are campaigns executed?
• How are full-funnel campaigns
evolving for Snapchat?
CASE STUDIES
• Target, Techstyle, GOAT, Vivint
TAKEAWAYS

3. How to Drive Commerce on Snapchat

4. Web View App InstallLong-Form Video
Snap Ad Attachments
Actionable ad units to power Direct Response

5. Targeting
Basic building blocks
Age & Gender Location &
Language
Device, OS
Networks, Carrier

6. Targeting
Predefined Audiences

7. First-party
Audiences
Website
Audiences
Engagement
Audiences
Targeting
Snap Audience Match

8. Targeting
Purchasers
Balanced
Lookalike Audiences
Exclude Similarity Reach

9. How Brands Test Direct Response
When evaluating a new channel,
run a simple experiment
Three Objectives:
Set a CPA or CPI performance benchmark
Find the daily or weekly budget ceiling
Find the probable campaign lifespan

10. Daily
Spend
CPA
Time
STEP 1: Find the Budget Ceiling
Cost Efficiency and Max Daily or Weekly Spend
T=0 Sweet Spot

11. Conversions
Time
STEP 2: Find the Campaign Lifespan
Creative Fatigue and Call-to-Action Fatigue
T=0 T=5

12. Problem: Ceilings and Fatigue are the Enemies of Scale

13. Solution: Prime Audiences with a Funnel
Action
Consideration
Awareness
Convert Engaged Audiences
Transform Interest into Engagement
Establish Interest in the Brand or Lifestyle

14. Impressions App InstallsSwipesVideo Views
Awareness Consideration Action
Full-funnel Optimization
Bid on the Snapchatters most likely to take action

15. Lifestyle Product
Full-funnel Creative
Deploy the right creative for your stage in the funnel

16. Goal-based bidding:
Impressions OR Video Views
Targeting:
Demo-based OR broad match Lookalikes
Creative:
Lifestyle; Communicate the brand quickly!
Optimize toward:
Video Views (2 sec.)
People will skip if the video doesn’t grab them.
Brand Awareness
How to cast a wide net

17. Goal-based bidding:
Video Views OR Swipes
Targeting:
Engagement Retargeting (video viewers)
OR narrow match Lookalikes
Creative:
Blend Product & Lifestyle
Think: Sequential creative
Reiterate the brand + complete the story
Optimized toward:
100% complete OR Swipe-up Count / CPS
Consideration
How to secure attention for a second look

18. Goal-based bidding:
Swipes OR App Installs
Targeting:
Website OR Engagement Retargeting
(video viewers OR video completes)
Creative:
Product-centric — Drive the Swipe!
Optimized toward:
Swipe-up Count OR CPS OR CPI
Action
How to drive a direct response

19. Iris by
Brand Networks

20. Measurement Partners
Organizations who can partner with you to establish performance

21. Full-funnel strategies are live on Snapchat.
In retail and commerce, start small and scale up.
- DON’T be afraid to test direct response.
- DO expect better performance to emerge from
iteration and campaign sequencing.
Advanced tools can help.
Brand Networks offers tools and technology designed
to complement Snap Ads Manager.
Takeaways
1
2
3

22. THANK YOU
bn.co
forbusiness.snapchat.com
April 10, 2018
TECH-TALK TUESDAY