Adaptly Will Expand Media Buying Technology and Services for Snap Ads.
Adaptly was recently announced as a Snapchat Partner. The company will integrate Snap Ads into its media buying technology and will begin running campaigns later this year. Adaptly currently offers its clients the ability to plan, deploy, optimize, and report on paid media campaigns across Facebook, Instagram, Pinterest, and Twitter and other walled gardens.
“We are very pleased to be an initial Snapchat Partner and have already seen strong demand from our advertising clients,” says Nikhil Sethi, Adaptly co-founder and CEO (pictured left). “As we build solutions for this important platform we will continue to have the most robust and powerful media buying solution for large brands and agencies.”
Snapchat is one of the fastest growing mobile platforms with over 100 million daily active Snapchatters. Snapchat reaches 60%+ of 13-34 year old smartphone users in the U.S. Snapchat has also quickly become one of the largest video platforms with 10+ billion daily video views, including content from some of the largest brands and media companies in the world such as CNN, National Geographic, ESPN, and Vice.
Snapchat’s Snap Ads, which are mobile video ads, are delivered as a full-screen, 100% viewable, vertical unit. This format has been shown to deliver up to 9x completion rate compared to horizontal mobile video units. “Vertical screens” have consistently increased as a proportion of minutes-spent versus “horizontal screens”, growing from approximately 5% of minutes-spent in 2011 to nearly 40% of minutes-spent in 2015.