Jeanne Bright recently contributed to eMarketer’s report about Snapchat Advertising and how to guide US brand marketers and digital agency executives in this relatively uncharted territory. Below are excerpts from the report.

“Jeanne Bright, vice president and group director of media for Digitas LBi, has run Snap Ad campaigns for a top financial advertiser. In June 2016, Bright said that the CPM for Snap Ads between Stories was $6 for beta partners and her understanding was that it would soon rise to a $7 CPM. ‘That is cheaper than what we see on other social networks,’ Bright said. But the other social networks, she noted, offer more granular targeting than Snapchat does.

The bigger sticking point for many advertisers has been Snapchat’s minimum spend thresholds. ‘For a general audience buy within Discover channels, it used to be $50,000… Buying all of the ad slots within a Live Story or a Discover partner (assuming 100% share of voice) costs about $125,000 to $150,000 for a 1-day takeover. The cost is variable depending on how many people Snapchat predicts will watch the live story.’ ”

Jeanne Bright, VP Group Director, Media (Paid Social), DigitasLBi

Originally featured on eMarketer