It’s a bit of a three-way Catch-22: SnapChat needs to monetize, advertisers need to see solid engagement metrics and ROI and SnapChat users need to feel like they’re not being blasted by irrelevant advertising.
Therein lies the rub for several of the agencies AdExchanger spoke with following The Wall Street Journal’s report on a new feature dubbed SnapChat Discovery that aims to enable brands and publishers to share ads and other media content with SnapChat users. Discovery will reportedly be available in November.
There’s not too much information about how exactly Discovery will work – SnapChat declined to comment – but it appears like it’ll function similarly to how users currently engage with the platform. Discovery will ostensibly enable users to watch videos, read articles and view advertisements by holding a finger down on the screen. Noah Mallin, social media practice lead at MEC, theorized that content might ostensibly be quarantined into a separate stream along the lines of what Twitter does with its Discover feature.
And that’s all well and good – but what about the metrics?