Snapchat wins hearts and minds on Madison Avenue – Digiday.
Whether Snapchat has been true to White’s word depends on one’s definition of native advertising. While there are no ads attached to the messages (or “snaps”) that users send to one another, Snapchat has allowed brands to sponsor “stories,” a feature in which Snapchat curates and disseminates snaps relative to a certain event. Amazon and Hollister co-sponsored a Black Friday story that spliced together user-generated snaps with brand-created images.
Balancing monetization with user happiness will be paramount for Snapchat going forward. Snapchat has attempted to maintain authenticity thus far by being incredibly selective when bringing on advertisers, Mindshare’s Bitterman said.