Comment by devilsavocado | Hacker News Reader

Comment by devilsavocado | Hacker News Reader

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This is my takeaway from Kleiner Perkins Caufield & Byers 2016 internet trends presentation. http://www.kpcb.com/internet-trends Some I agree with, some I think is hyperbole.

Snapchat's Ads are effective. More effective than anything else on the internet or other apps. They are authentic, entertaining, in-context and brief. They follow the 3Vs: Vertical (Made for Mobiles) / Video (Great Way to Tell Story) / Viewing (Always Full Screen).

Snapchat's average monthly use per visitor is way above other social networks for the younger generation. And it is growing incredibly fast.

Advertisers are able to integrate deeply into the app in various unique and interesting ways.

Snap chat is the leader a new wave of advertising, in the way Facebook did a few years ago, and google before that.

You should add a 4th V which is very important to why advertisers are liking SnapChat, which is Volume. SnapChat ads naturally have sound on and users expect it to be that way; another element to its similarities to television advertising.

Yep. First time I saw it, I thought, this is a major alternative to TV. Twitter had the tv hashtag space locked up but now you can do live snapchat along side live programming.

My questions re: "effectiveness" is what can they do beyond brand awareness? Can Snapchat capture advertisers who are more interested in CPC than CPM? Can it drive sales in a meaningful way? Maybe it doesn't matter, as brand awareness advertising is a big money game and somebody has to replace traditional TV (and even magazine) spend.

I do a lot of inbound marketing for B2B companies. I've been thoroughly surprised at the number of clients I see asking for Snapchat marketing, and the number of people in my industry promoting their Snapchat channels aggressively.

For B2B, Facebook is more or less dying. Twitter has too much noise. I'm still trying to figure out how Snapchat fits in here but people are promoting it aggressively at least

I've seen the same (also a marketing guy), but we both know that most companies always chase the shiny new thing regardless of its actual effectiveness. I'm a Snap fan and can't wait to experiment with the ads API at some point, I'm just wondering where its place is come budget analysis time.

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