NuVoodoo worked directly with Snapchat this summer to help develop these tools specifically for radio and television media campaigns, enabling stations to reach their targets most effectively through Snapchat Ads. This comes in conjunction with the release of NuVoodoo’s tenth Ratings Prospect Study, which showed daily use of Snapchat among likely Nielsen respondents up a robust 28% since January of this year. Growth is even stronger among those under the age of 35. Over the past six years, NuVoodoo has been the first to bring highly-targeted, lower-cost digital solutions to broadcast media to help drive higher ratings.
Leigh Jacobs, Executive Vice President, Research, NuVoodoo Media Services, said: “Social media use across all major platforms is significantly higher among those likely to wear a meter or fill out a diary. These are human buzz agents who consume media of all types at much higher levels than those who would never participate in the ratings. While Facebook and YouTube remain the juggernaut social platforms, the next tier of Snapchat, Instagram and Twitter have grown significantly since our January study. While the numbers below reflect daily use among 14 to 54’s likely to say ‘yes’ to Nielsen, for specific formats and narrow demographics, the penetration levels are nearly ubiquitous.”
“Every format is different,” noted Mike O’Connor, Executive Vice President, Marketing Services, NuVoodoo Media Services. “We take a data-driven approach to our clients’ marketing, customizing both the creative approach and the mix of marketing channels. The addition of Snapchat will be a game-changer for any brand targeting Millenials or the so-called iGeneration (also known as Generation Z)”.
PJ Kling, Vice President, Product & Business Development, NuVoodoo Media Services, said: "We have been markedly impressed with how responsive Snapchat’s product team has been. They fast-tracked specific capabilities for us that were on their development roadmap for months from now — such as zip code targeting — and sometimes within hours of our conversations with them.”
Kling added: “What’s most impressed me is the care and attention Snapchat gives to the user experience and the emphasis it places on creative best practices. This isn’t about quickly throwing together videos with flying cash, fake spokesmodels and generic deep-voice-guy narration. They want to make sure that ad content has the same kind of value to the Snapchat experience that the audience’s organic content already has.”
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