Snapchat’s official Live Story to show paid-for ads

Snapchat will potentially change the way advertising agencies look at traditional advertising platforms after selling-advertisements for its official Super Bowl Live Story centred on the main game to take place in San Francisco on February 7.

Capitalising on a barnstorming 2015, Snapchat has added four companies as official sponsors of the Super Bowl Live Story including Marriott, Budweiser, Pepsi and Amazon. The four companies will have video ads shown via the Live Story feature on Snapchat

The move to sell advertising space on Snapchat hasn’t been made in haste as the platform sought to do the same thing in 2015, however, in that case, they only looked at a single sponsor to headline their official Live Story (the platform apparently sought $1.77 million) and ultimately failed to do anything official around the big game.

Thanks to a big second half of 2015, Snapchat has managed to create a fairly tight relationship with the NFL which has already lead to a number of official Live Stories with some pretty hefty sponsors during the winter.

Despite it’s booming popularity, Senior Vice President of Social Practice at DigitasLBi Jill Sherman has suggested that many brands would still be unsure about Snapchat as an advertising platform because not only is it the ‘new kid on the block’ meaning next to zero proven ROI but it’s inability to measure the ad exposure or gain any real insight into who or when people are looking at the ads.

“I’m not sure Snapchat has done the work necessary to attribute back the value of the product that they’re offering,” she said.

However, Sherman also said that if brands were looking to target a younger market, she said that the platform was a no-brainer.

“Snapchat for the Super Bowl makes all the sense in the world.”

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