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Study: Most Snapchat Ads Interactive

We know Snapchatters love to chat. Now it seems they like to engage with ads too.

A new study has shown that the majority of Snapchat ads are interactive.

Bright shiny things

Adweek studied over 50 campaigns running in Snapchat's Discover section, where short-form video ads are published.

Adweek found 68% of these ads resulted in an interactive response (swiping up on the screen).

Where were all these videos leading? 15 of the campaigns surveyed directed users to longer form videos, 14 campaigns led to websites, and eight to app-install ads.

Snap it up

One third of the advertisers surveyed were entertainment brands, including Lionsgate and MTV. Food brands were also well represented, with 13 advertisers including Nabisco and Starbucks.

It's important to note that Adweek's test only covered one of its reporter's accounts, while Snapchat says its targeting is based on individual user preference.

Have you found certain Snapchat ads work better than others? Let us know how in the comments.
 

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