Snapchat Pitching High-Frequency Burst Campaigns

For brand advertisers looking to ensure reach with high frequency, Snapchat is now offering what it calls a Platform Burst campaign, and it’s the latest example of how Snap is trying to build a moat around itself against increasing competition around short-form video ads, according to an article on Digiday. Advertisers are guaranteed that at least 40% of their target audience will be reached 15 times in a period of three or five days. PMG’s Carly Carson shared her thoughts on the initiative.

On the one hand, the guaranteed buy could entice advertisers who want to remove “uncertainty of fluctuating costs in an auction,” said Carson. However, while it may be appealing to brand advertisers looking to shift dollars from linear TV advertising into digital, the “feature won’t do much to retain advertisers looking to shift” to other platforms.

Check out the full story for more insights from media buyers, as well as reported costs for a typical campaign of this type.