In October, Snapchat rolled out their first set of advertisements, appearing in users' "Recent Updates" section of the app. In their original announcement around the launch, They promised that the ads were going to be neat and fun, and that they'd never introduce ads into your personal communication channels like snaps or chats. They also promised that the ads themselves wouldn't be creepy or super targeted. That might be because they don't actually know much about their users by nature, but according to their announcement:
"We want to see if we can deliver an experience that’s fun and informative, the way ads used to be, before they got creepy and targeted. It’s nice when all of the brilliant creative minds out there get our attention with terrific content".
One month later, we're finally catching our first ads. Over the weekend, We noticed an ad for Dragon Age, Intuition. A Highly anticipated video game.
Perhaps I'm just outside the typical snapchat user demographic, but I found the ad incredibly irrelevant. In the age of intent or interest based targeting, I'm actually used to seeing ads that are based on my interests. In the lens of snapchat, I'd much rather engage with relevant, high quality content than poorly targeted content. Especially given the incessant desire of inbox zero, or should I say, "Snapchat zero".
Have you come across ads on Snapchat? What were your experiences? Let us know in the comments.