The latest Eye On takes a closer look at Snapchat's newly announced sponsored stories. Why's it important? Snapchat usage is exploding. In September 2014, GlobalWebIndex reported that between 40 - 50% of US, UK and Canadian teens use Snapchat. Stories are getting 1 billion views per day and 800 million snaps per day. According to Niche, Snapchat is the 3rd most popular platform for teens behind Facebook and Instagram. And brand adoption isn’t far behind. The 30 to 60 second format makes it easy for brands to create dynamic, compelling content for users. Brands should take note of Snapchat: -With 1 billion views per day, brands need to be there. -Brands can tap into the massive power of authentic UGC to power their Stories. -Content can be pre-made and slotted in or created in real-time.

1. Eye On
Snapchat presents Our Story,
sponsored by [Your Brand Here]
12.08.14

2. Contents
1. Table of contents
2. Snapchat’sStory Stream, now with 100% more sponsors
3. The Sponsored Our Story Experience
4. Why is this important?

3. Eye On: Snapchat’sStory Stream, now with 100% more sponsors
Here’s Snapchat
Snapchat is a popular app with which
users can create videos/photos (snaps)
that are deleted after a few seconds
once they are viewed. Recently, the
app debuted its latest ad product, a
sponsored label on Our Story, during
the 2014 American Music Awards.
Eye On: Snapchat’s “Our Story” Sponsored, Vol 3, Issue 5, December 2014 © Leo Burnett /// Arc
Worldwide
Our Story allows users within close
proximity of certain events to publicly
contribute to a stream of curated snaps.
As an evolution to Our Story, Snapchat
allowed Samsung to sponsor the story.
Our Story content allows users to see
events through the eyes of an actual
participant. Stories appear high up in
users’ friends lists, a prime location for
content consumption and brand
sponsorship visibility.

4. Eye On: The Sponsored Our Story Experience
• Live events appear in the My
Friends section of Snapchat
below Recent Updates and
above the Friends list.
• Sponsored filters appear
interspersed throughout the
Our Story stream. Not every
snap in the story contains a
sponsorship message.
Eye On: Snapchat’s “Our Story” Sponsored, Vol 3, Issue 5, December 2014 © Leo Burnett /// Arc
Worldwide

5. Snapchat usage is exploding! In September 2014,
GlobalWebIndex reported that between 40% and 50% of US,
UK and Canadian teens use Snapchat. Stories are getting 1
billion views per day and 800 million snaps per day. According
to Niche, Snapchat is the third most popular platform for teens
after Facebook and Instagram.
And brand adoption isn’t far behind. The 30- to 60-second
format makes it easy for brands to create dynamic, compelling
content for users. Brands should take note of Snapchat:
• With 1 billion views per day, brands need to be there.
• Brands can tap into the massive power of authentic UGC to
power their Stories.
• Content can be prepared and slotted in or created in real
time.
• Snapchat has a cool factor. And you know it when you see it!
Eye On: Snapchat’s “Our Story” Sponsored, Vol 3, Issue 5, December 2014 © Leo Burnett /// Arc
Worldwide
1,000,000,000,000
plays
per day
Eye On: Why is this important?
Sources: GlobalWebIndex, http://blog.globalwebindex.net/snapchat-and-teens;
Niche, https://ink.niche.com/best-worst-media-habits-class-2014/; Snapchat