Snapchat wins hearts and minds on Madison Avenue – Digiday

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s