Snapchat Highlights Data on the Effectiveness of its First Impression Ads

Snapchat highlights data on the effectiveness of its First Impression Ads, revealing higher engagement, recall, and brand impact among users.

Snapchat has published a new research report to investigate the return on investment associated with Snap’s First Impression Ads. That can be a powerful option for maximising ad response, and Snapchat’s new study was created in partnership with Publicis Media.

This premier ad placement displays an open ad to ensure it is the first to appear in specified app locations, targeting users during specific times of the day.

First Impression Ads Overview

We review three top-line First Impression types of ads:

• First Story: the first ad they see in a story stream
• First Commercial: the initial advertisement viewers encounter when watching the video
• First Lens: the top-most Lens in the Lens carousel

This analysis did not include First Snap, a Snapchat ad that appears at the top of the inbox for users introduced recently by Snapchat.

Boosted Reach and Awareness

Not surprisingly, First Impression ads reached significantly more people than average ads due to the heightened consumer attention and brand visibility that comes with being the first ad users see.

Ultimately, tying back to this premium positioning, users’ first interaction with the App is at that moment when advertisers get to own the moment.

The data showed not just awareness, but strong conversion lifts for the brands using First Impression ads. Along with improved performance and efficiency on actual sales and promotion targets, these ads consistently delivered lower CPM (Cost Per Mille),

Evaluating Value Against Cost

These findings from Snapchat support the notion that First Impression ads are a practical leverage point for scaling reach and accelerating campaign delivery when the goal is brand awareness.

The success itself will depend on how strong your creative is and your call to action, but there are definite advantages to this placement in terms of reach and potential engagement.

In turn, advertisers will need to consider whether the added visibility and conversions are worth the premium price of these add-ons. Snapchat First Impression ads are among the most valuable platforms for brands that want to control user attention within the first moments of their app experience.

Bottom Line

The report is consistent with the observed benefits of prime ad placement, but reinforces Snapchat’s ability to deliver impactful value through localized, upfront impressions with users.

You can check out Snapchat’s full First Impression Ads report here.