Tubefilter’s coverage of the 2020 IAB NewFronts is brought to you in partnership with – an entertainment AI company that integrates brands into influencer, streaming, TV, music, and film content. You can check out all our NewFronts coverage right here.
At its first-ever NewFronts presentation today, Snap shared fresh stats and highlighted the latest additions to its original programming slate — on top of the originals it announced earlier this month at its second annual Partner Summit.
In terms of stats, Snap shared for the first time that 100 million of its 229 million daily active users are from the U.S. And 50% of all Gen Z Snapchat users hail from ethnically diverse backgrounds. Nationally, Snap says it reaches 90% of all 13 to 24-year-olds — which is more users in that demographic than on Facebook, Instagram, and Messenger combined. Snapchat also boasted it has more daily active users in the U.S. over age 25 than Twitter’s entire monetizable daily active user base across all age groups.
For its Discover page — where Snap hosts premium programming from 350 publisher partners in 15 countries — the company noted that time spent has increased by 35% in the last year. And 80% of the platform’s daily viewers watch content on Discover at least three days each week, Snap said.
In terms of Snap Originals — which is a different format than partner-driven Discover shows, and marks Snap’s own bid to create a mobile TV viewership experience — the company says that over half the Gen Z population in the U.S. has tuned in. Standout shows include car customization startup docuseries Driven (15 million viewers on season one), Will Smith’s quarantine-themed Will From Home (35 million viewers), the YouTube beauty vlogger docuseries Nikita Unfiltered (22 million viewers), mental health-themed Mind Yourself (12 million), and horror seriesDead Of Night (15 million).
You can check out a Snap Originals sizzle reel that the company shared at the NewFronts right here:
New Originals announced at today’s presentation included: NTWRK-produced The Drop, a shoppable series showcasing different streetwear collabs; a second season of the aforementioned Driven; and the Verizon-branded Fake Up — a competition series featuring optical illusion makeup artists that will allow viewers to try on custom, Verizon-sponsored Lenses that bring the show’s looks to life.
Finally, Snap provided a look back at its ad product offerings to date. Last year, the company introduced Snap Select – a six-second, non-skippable ad that runs on curated content across Discover, Originals, and other premium programming — not unlike YouTube’s Google Preferred program (which has since been rebranded YouTube Select). In November, Snap launched Extended Play Commercials, which can be up to three minutes long, but are skippable after six seconds — in the same vein as YouTube TrueView ads.
Finally, in April, Snap launched its latest major ad product, First Commercial, which allows advertisers to purchase the first commercial users see when they tune into any Snapchat originals.
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