Snapchat at its core is an ephemeral messaging service, allowing users to send snaps to each other that are automatically deleted after a few seconds. The app, however, has added several new ways for users to stay on it, with some of the more recent ones including filters that transform them into either Batman or Superman.
Snapchat is now pitching to advertisers with information on how much time users spend, on average, using the app daily. Given that snaps only last a few seconds, the figures are definitely surprising.
According to Snapchat, the daily active users of the app spend about 25 minutes to 30 minutes daily using it, on average. This figure, which was confirmed by Business Insider through a spokesperson for Snapchat, would serve as a major draw for big brands looking for alternative channels to spend their advertising budgets on.
In addition to the time spent by users, Snapchat is also claiming that 60 percent of daily active users are creating new content for the service, which would include sending pictures or chatting with friends. This means that users are actually involved in the service and not merely observers, Snapchat is telling to advertisers.
Overall, Snapchat is looking to draw away advertisers from using TV as a channel and instead spend on the service for advertising, with Snapchat being claimed to be a better platform compared to traditional TV. To illustrate, Snapchat is able to reach 41 percent of consumers between 18 years and 34 years old in the United States, while for the top 15 TV networks in the country, they can only reach 6 percent of the same age group.
Snapchat has been making itself a more attractive option for TV advertising spenders, as it has started to measure the effectiveness of advertisements on the app with the same metrics that are used to evaluate TV advertisements. Last month, the company tapped Nielsen to track Snapchat advertisements using gross rating points, or GRPs, which is a standard in the overall advertising industry.
