Victoria’s Secret sharpens social targeting, chats up
Cosmopolitan fans on Snapchat
Victoria’s Secret's is running ads for its Pink Date bra
within Cosmopolitan magazine's content on the new Snapchat Discover platform,
reflecting its potential to help brands narrow in on a targeted group of
consumers.
Snapchat Discover, which was just introduced this week,
quickly had top brands such as T-Mobile and Macy's signing on to advertise
within content offered by media companies such as ESPN and CNN. While
Victoria’s Secret’s participation suggests brands see potential, rich metrics
will be necessary for brands to continue to invest.
“Given Snapchat's growth and popularity, the sky is the
limit for the platform,” said Kevin Canty, vice president of East Coast sales
at Kargo, New York. “It's not a surprise to see progressive brands jump on
board to experiment with how they can engage a younger, sometimes elusive
audience.
“There is always appetite for trial and error when it comes
to marketing,” he said. “What will likely need to develop further before more
brands get involved is a defined set of metrics that can justify the spend.”
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