Snapchat is a valuable partner for promoting entertainment, and new data from Snap and Samba TV shows that Snap campaigns are significantly increasing audience interest in new TV shows and movies.
Using Samba TV’s “Watch” reporting process, which examines the likelihood of people watching a TV show, sporting event or movie after seeing a related promotion, data showed that people who viewed entertainment ads on Snap saw an average 84% lift in watch intent.
While not all of these people necessarily watched, they were more likely to view the show favorably and to attempt to watch it based on their response to the ads they saw.
Samba TV also found that Snapchat reached a unique audience compared to TV promotions. 79% of Snapchat impressions were delivered to households not reached by TV ads. One-third of Snapchat views come from new viewers.
Combined, these data points highlight Snap’s value in promoting entertainment, reaching entirely new audiences that other formats may not be able to address.
This more specifically refers to a younger audience, given Snap’s target demographic, so if you’re looking to promote your TV show or movie to a younger demographic, it’s clear that you should consider Snap in your campaign.
Further analysis by Samba TV revealed that Snap campaigns leveraging multiple ad products were most effective at driving response.
In essence, Snapchat can reach an audience that is increasingly moving away from traditional TV and also deliver the huge benefit of resonance based on audience engagement.
An important consideration for entertainment brands.
Snap’s full research summary can be found here.
