Snapchat and commercial ads are two of the most popular forms of advertising today. Both allow brands to promote their products and services to large audiences. However, there are some key differences between Snapchat ads and traditional commercial ads that marketers should understand.
In this article, we will compare Snapchat ads and commercial ads across several factors:
- Ad length
- Audience targeting
- Ad formats
- Metrics and analytics
- Cost
Examining these differences will provide greater insight into when Snapchat or commercial ads are the better choice for your advertising campaigns.
Ad Length
One major difference between Snapchat ads and commercial ads is the ad length.
Snapchat ads are very short video ads, usually 10 seconds or less. This allows brands to capture viewer attention quickly with a short, engaging video.
In contrast, commercial ads on TV, radio, or YouTube are typically 30 seconds, 60 seconds or longer. This longer runtime allows more time to tell a story or convey information about the product.
Here is a comparison of Snapchat and commercial ad lengths:
Ad Type | Typical Ad Length |
---|---|
Snapchat Ads | 10 seconds or less |
TV Commercials | 30 seconds, 60 seconds, or longer |
YouTube Commercials | 15 seconds, 30 seconds or longer |
Radio Commercials | 30 seconds, 60 seconds |
In summary, Snapchat ads are always very short, while commercial ads run longer. Brands should factor the ad length into their creative strategy and storytelling approach. Shorter ads require being very concise.
Audience Targeting
Snapchat and commercial ads also differ significantly in their audience targeting capabilities.
One major advantage of Snapchat ads is they allow highly targeted advertising based on detailed audience demographics, interests, behaviors and more.
Snapchat lets advertisers target ads by:
- Age
- Gender
- Location
- Interests
- Behaviors
- Purchase activity
- Device type
This precise targeting allows brands to zero in on exactly the right audience for their ads.
In comparison, commercial ads on platforms like TV, radio and even YouTube have far broader targeting at best. Traditional commercial ads focus on:
- Basic demographics like age and gender
- Geography
- General interests
- Daypart targeting (e.g. daytime vs evening ads)
While commercial ads can still effectively reach broad audiences, Snapchat gives marketers much more laser-focused targeting options. This makes Snapchat ideal for hitting niche audiences that are likely to be interested in your brand.
Ad Formats
The types of ad formats available also represent a major difference between Snapchat and commercial ads.
Snapchat offers a wide variety of innovative and interactive ad formats, including:
- Snap Ads (short video ads)
- Sponsored Lenses (interactive augmented reality experiences)
- Sponsored Geofilters (location-based branded filters and stickers)
- Collection Ads (swipeable carousels of product images)
- 3D Camera Ads (try-on experiences)
These ad formats truly engage Snapchat users in branded experiences native to the platform.
Commercial ads, however, rely on traditional ad formats like:
- 30-second TV or radio spots
- Pre-roll video ads on YouTube
- Banner ads on websites
- Print ads in magazines and newspapers
While these commercial ad formats work, they are not inherently interactive or immersive. Snapchat’s ads stand out by integrating brands into platforms experiences.
Metrics and Analytics
Measuring ad performance also looks very different for Snapchat versus commercial ads on other platforms.
Snapchat Ads Manager provides detailed metrics on:
- Impressions
- Reach
- Frequency
- Swipe ups
- Engagement
- Conversions
- Sales
These metrics give brands insights into how their ads are resonating with audiences.
For commercial ads, metrics focus more on:
- Impressions
- Reach and frequency
- Click-through rate for digital ads
- Approximate sales impact for TV ads
Commercial ads rely more on surveys, panels, and approximate attribution models to estimate ad performance. Snapchat can directly track how audiences engage with and convert from ads on its platform.
Cost
Finally, the cost structure for Snapchat ads and commercial ads is quite different.
Snapchat ads are purchased through an auction model, where advertisers bid against each other based on their target cost per action (CPA) and optimization goal. Cost per thousand impressions (CPM) averages $10-$20.
Commercial ads prices are fixed based on factors like:
- Ad length
- Channel (TV vs radio)
- Daypart and program
- Reach and frequency
TV ads cost $100+ CPM on average, with national primetime TV exceeding $100,000 for a 30-second ad. Radio clocks in around $15-$45 CPM.
Snapchat ads can drive lower CPMs through competitive auctions and optimization. But TV remains the most expensive commercial option.
Understanding these cost structures helps guide budgeting across platforms.
Conclusion
In summary, while both are impactful branding and direct response tools, Snapchat ads and commercial ads differ across key factors:
- Ad length
- Audience targeting
- Ad formats
- Metrics/analytics
- Cost model
Snapchat ads allow for concise, interactive, and measurable ads targeted at specific niche audiences. Commercial ads enable broader reach through traditional formats at fixed rates.
Evaluating campaign goals, audience, creative approaches, and costs will determine which ad platform makes the most sense for your brand’s needs. But understanding the Snapchat and commercial ad landscape is critical in making this decision.