What do Snapchatters Want from Ads? [Report]

sc_li_imgAh, Snapchat. Truly a darling of the mobile app world. Users love it. Brands and advertisers want to be a part of it. And with an IPO on the horizon, you can bet that Snapchat wants to prove its value to advertisers more than ever.

In recent months, Snapchat has added plenty of new ad-friendly features to the app. Mobile video ads launched, and the capabilities of custom lenses and geofilters continue to expand. But how do Snapchat’s users feel about the platform’s advertising changes?

With all this buzz about Snapchat, we were curious. How do people use Snapchat? How do users feel about the platform’s advertising changes?

In our new report, we used Perk IQ to find out about our users’ Snapchat usage and how they feel about ads.

Snapchat’s video ads are unpopular among users

Snapchat’s “traditional” ten-second mobile video ads are called Snap Ads. And to the yellow ghost’s credit, these ads grab attention. 74% of Snapchat users have seen an ad on the mobile messaging app. And over half (52%) claim to see ads regularly. But this advertising format with might yield undesirable results. The problem begins when only 21% of Snapchat’s users like the ads they see.

There’s a real impact on bottom line for Snapchat’s advertisers, too. The app’s users say they are less likely to buy after seeing ad on Snapchat than they would after seeing an ad on both TV (42%) and online (40%). That’s right – people would rather see ads online and on TV than on Snapchat.

There is one bright spot, however. Snap Ads do have the potential to beat online ads in their ability to grab attention. More users agreed that they would pay attention to Snapchat ads over online ads – 36% to 34%. Unfortunately, the same was not true for TV.


“Traditional” advertising racks up user backlash on Snapchat. The messaging platform was ad-free for a long time, so Snap Ads that interrupt the experience changed the game. Users may just need some time to adjust. (If users get comfortable with these ads at all, that is!) Snapchat itself can make tweaks to create the best possible ad experience.

Lenses, filters, and influencer partnerships grab favorable attention

There is a clear bright spot in Snapchat advertising: sponsored lenses and filters. Over half (53%) of people enjoy when a brand sponsors an animated lens or location-based filter that can be used to decorate a Snap. 52% also agree that they are more likely to pay attention to brands that sponsor lenses or filters over regular Snapchat video ads.

Another promotional tactic for Snapchat is through partnerships with prominent users or celebrities. Brands like Sphero, maker of the super-popular BB-8 droid, have already found success with influencers. 51% of Snapchat users follow celebrities on Snapchat, but only 37% follow brands or companies. Plus, twice as many people view stories created by celebrities than stories created by brands.

Want to win Snapchat? Focus on the experience

Snapchatters prefer brand messaging that cozies right up to their Snapchat experience. Ads that interrupt the experience annoy users and cause widespread user dissatisfaction. But promoted filters, lenses, and partnerships with power users are viewed more favorably.

Why? Lenses, filters, and partnerships add to the users’ Snapchat experience. More lenses and filters make Snapping fun, and help keep content fresh. Partnering with a Snapchat celebrity gives fans more content.

What does that mean for your Snapchat advertising? Tailor your messaging to the platform and its audience. Have you heard this before? Guess what: it’s true here too! It may be easy to stick a 10-second push video ad into Snapchat, but that may not generate the best results.

Click here to see all the data on Snapchat ads in the full report. If you’d like to see all the insights Perk IQ could uncover for your business, contact us here.

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Perk Holiday Shopping Study Reveals That Half of Consumers Will Shop With Mobile on Cyber Monday

AUSTIN, Texas – November 18, 2016 – Perk Inc. (TSX: PER) (“Perk” or “the Company”), the Rewarded Engagement Platform that connects brands with consumers, today announces the results of a 2016 consumer Black Friday and Cyber Monday shopping study conducted through Perk IQTM, a builtin analytics solution which offers advanced audience targeting and insights capabilities.

The Perk IQ study collected opinions about Black Friday and Cyber Monday shopping plans through Perk’s panel of members. According to the study:

  • More people plan to shop on Cyber Monday than Black Friday this year
  • Online shopping will dominate Black Friday, as more consumers said they will shop online than said they will shop in stores
  • 46% of Cyber Monday shoppers will shop with a mobile device
  • Black Friday shoppers make planned purchases, while Cyber Monday shopping is more spontaneous

“Holiday Shopping is extremely important for many of our brand and retail partners. As has been the trend in the last few years, our research found that mobile will play an important role in Black Friday and Cyber Monday shopping. Our ability to collect a wide range of data in a timely manner through Perk IQ provides valuable insights that help our brand partners understand their impact this holiday season and where they should be deploying their advertising budgets,” says Ted Hastings, CEO of Perk.

This Perk IQ study was conducted via an online survey of Perk members in November 2016. The full report on the results of this study, including data on Thanksgiving shopping, can be accessed here.

About Perk

Perk’s Rewarded Engagement Platform brings together the interests of advertisers and consumers to deliver profound insights and actionable results. With Perk, brands form deep connections with consumers to achieve greater engagement, loyalty, and conversion. Perk’s insights and intelligence solution, Perk IQ™, allows brands to measure performance and uncover valuable data around advertising attribution, brand impact, and purchase behavior.

Additional information about Perk Inc. can be found at the Company’s corporate website: http://www.ir.perk.com.

Cautionary Statement Regarding Forward-Looking Statements

This press release may contain forward-looking statements, including which may relate to, but which may not be limited to, Perk’s business; Perk’s strategy, operations and financial performance; Perk’s user and advertiser engagement; Perk’s ability to establish new marketing partnerships; Perk’s ability to expand into new markets; and Perk’s ability to acquire and integrate new businesses and technologies. Such forward-looking statements reflect Perk’s expectations about its future operating results, performance and opportunities that involve substantial risks and uncertainties. When used herein, the words “anticipate”, “believe”, “estimate”, “upcoming”, “plan”, “target”, “intend” and “expect” and similar expressions, as they relate to Perk or its management, are intended to identify such forward-looking statements. These forward-looking statements are based on information currently available to Perk and are subject to a number of risks, uncertainties, and other factors that could cause Perk’s actual results, performance, prospects, and opportunities to differ materially from those expressed in, or implied by, these forward-looking statements, including, but not limited to: maintenance by Perk of relationships with advertising network providers and partners; successful development of the “Perk” brand; Perk’s ability to keep up with rapid technology developments in Perk’s markets; Perk’s ability to avoid defects in products and services delivered by Perk; Perk’s ability to attract app and website developers to its SDK’s; Perk’s ability to successfully enter new business areas and geographic markets; and the success of new products developed by Perk; Perk’s ability to retain key members of its management team. Perk does not undertake to update any forward-looking statement, except as required by law.

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[New Report] 89% Don’t Know Where They’ll Shop For Holiday 2016

It’s that time again! The holidays and the holiday shopping season are fast approaching.

But even though Santa’s global journey is still about three months away, shoppers are gearing up for an early holiday shopping season.

In a new Perk IQTM survey, over half of respondents claimed that all their holiday shopping would be completed by the first week of December. Only one in three shoppers will be making any purchases in the week before the holidays.

So savvy brands and retailers will get their messages out early. And there’s a clear advantage to those holiday marketing early birds.

Even though people know when they will do their shopping, they’re still not sure where. Only 11% have decided where they will do all their shopping this holiday, meaning that nine in ten people still have decisions to make.

How do you get them to buy their gifts from you?

It’s important to consider which messaging channels work during the holidays. Gift ideas come from a number of sources, but there were clear leaders of the pack last year. Online research was the top source of holiday shopping influence in 2015, followed very closely by TV ads, word of mouth, and online ads.


We don’t have to tell you how important the internet is for shopping. But just in case you needed a reminder, did you notice how both online research and paid online ads topped the list?

68% of respondents claimed that online ads would be helpful to think of new gift ideas or shopping locations this year. We expect holiday shoppers to research and buy online in record numbers this year. Make sure your online and mobile messaging is ready to meet your shoppers where they are.

Interesting in-store insights emerged too. If your goal is to get shoppers into brick-and-mortar this holiday, 9 out of 10 people who plan to shop exclusively online said that a discount or promotion would convince them to shop in a store. Ease of shopping and a large in-stock selection are also motivators, reaching 55% and 49% respectively.

To view the full results of the Perk IQ holiday survey, click here to get the PDF.


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