Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.
The company said it teamed up with advertisers across six verticals to run a series of 16 multicell hypothesis tests to answer the following questions:
- Does it work? Does adding Commercials to your ad product mix improve lift?
- What’s the impact? How much does adding Commercials increase incremental value?
- How is cost impacted? Is the higher CPM (cost per thousand impressions) of video on Snapchat worth the investment?
The company compared a BAU (business as usual) product mix with a BAU product mix that included Commercials, focusing on these key metrics: cost per (awareness, favorability and intent), lifts and statistically significant positive rates.