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PATHMATICS · JUSTIN CRUZ · MAY 2023
Entertainment advertising is now anything but ephemeral on Snapchat
Our State of Snapchat Advertising report reveals Mint Mobile’s aggressive ad spend campaign as 2022 ended, the emphasis on Snapchat as a digital advertising channel for streaming services and theatrical films, and much more.
Media ad spending on Snapchat was dominated by NBC and HBO, both of whom aimed the vast majority of their ad dollars at their streaming services. In their peak spending months, they employed creatives promoting these services, with HBO focusing on House of the Dragon and Pretty Little Liars, while NBC took a more generic approach to their creatives, instead emphasizing the streaming service as a whole, with broad references to football, sports, and movies comprising the most frequent employed text elements.
Streaming figured prominently in ad spending among Arts & Entertainment advertisers, as well, with Hulu and Disney in the top two positions by ad spend on Snapchat, and Netflix at number 6. Looking at the top five movie advertisers spending across all social channels, Snapchat spending is the large majority of the portfolio for three of these, and for the last two it is the second highest share.
Among mobile carriers, Mint Mobile, TracFone and Metro PCS all saw significant growth in Q4 2022, while traditional carriers T-Mobile and Verizon saw negative growth. Mint Mobile’s 71% growth in ad spend for the quarter stands out as the highest increase for that period, gaining the company 19M more impressions than T-Mobile and 281M more impressions than Verizon.
Sensor Tower empowers brands with accurate, actionable, and innovative intelligence to succeed in the rapidly evolving digital economy. Download the complete State of Snapchat Advertising report below.
