Sensor Tower：美国Snapchat广告现状报告

intheU.S.

Advertising

Snapchat

TheStateof

AnAnalysisofSnapchatAdSpend,Impressions,&CreativeTrendsfromTopAdvertisers

03

06

MEDIA

ARTS&ENTERTAINMENT

TELECOM

COMPUTERS&CONSUMERELECTRONICS

CONCLUSION

09

15

20

24

SNAPCHATADOVERVIEW

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Snapchat

AdOverview

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50B40B

30B20B10B

0

Avg

U.S.AdvertisersSteadilyIncreasedSnapchatAdvertisingin2022

U.S.SnapchatAdvertising,Q12022throughQ12023

$300M

$200M

$100M

$0

Avg

Nov2022

Jun2022

Jan2022

Mar

2023

$840M

$760M

Avg

$680M

$600M

Q1Q2Q3Q4Q1

20222022202220222023

Jan2022

Jun2022

Mar2023

Nov

2022

$237M

AverageMonthlySnapchat

AdSpending

$707M

AverageQuarterlySnapchat

AdSpending

39B

AverageMonthlySnapchat

AdImpressions

Top10AdvertisersbyU.S.SnapchatAdSpendin2022

Amazon

NBC

Meta

Nike

HBO

Samsung

AT&T

GoogleCoca-Cola

Procter&Gamble

$96.

1M

$$3

$3

$56.8M$51.4M

$49.7M

$46.5M

$46.1M

$41.1M

39.2M

7.7M

7.5M

$0$17M$33M$50M$67M$83M$100M

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TechDominatestheTop10

AdvertisersonSnapchat

TopAdvertisersbySnapchatAdSpend,2022

Amazon,Meta,Samsung,andGooglemadeupfourofthetoptenadvertisersonSnapchatin2022.Techadvertisersaccountedfor$232MinSnapchatspending,makingup46percentofallspendingbythetop10advertisersin2022.

Amongthetop5,MediaadvertisersHBOandNBCwereatsecondandfifthplace,respectively.In2022,bothHBOandNBCallocatedmorethan95percentoftheirSnapchatadbudgetstotheirstreamingservicebrands.HBOspent$45.3MonitsHBOMaxcreativesandNBCspent$56.3MforitsPeacockTVcreatives.

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Media

AdOverview

Top10MediaAdvertisersbyU.S.SnapchatAdSpendin2022

$56.8M

NBC

$46.5M

HBO

TheN.Y.Times

SiriusXMRadio.

Reddit

Amazon

DiscoveryChannelSpotifyESPN

NAVERCorp.

$25.9M

$15.4M

$8.3M

$7.8M$7.6M$7.2M

$6.5M

$3.7M

$0$12M$24M$36M$48M

$60M

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StreamingServicesWeretheTopSpendersforMediain2022

TopMediaAdvertisersbySnapchatAdSpend,2022

NBCandHBOledintheMediacategorybyfocusingadspendingontheirrespectivestreamingservices.Bothadvertisersspentover95percentoftheirSnapchatadvertisingbudgetonHBOMaxandPeacockTVeachquarterin2022.NBCspent99percentoftheirSnapchatbudgetonPeacockTVfromQ2toQ4.

SiriusXMRadio,Spotify,andAmazonfocusedSnapchatadvertisingonaudio-streamingservices.SiriusXMRadioandSpotifyallocated92percentand99percentoftheirtotalspendingfor2022ontheirrespectivemusic-basedstreamingplatformsPandoraandSpotify.Amazonspent99percentofitstotalSnapchatbudgetfor2022onAudible,aservicethatallowsuserstostreamaudiobooksandpodcasts.

Impressions

Jan-22

Feb-22

Mar-22

Apr-22

May-22

Jun-22

Jul-22

Aug-22

Sep-22

Oct-22

Nov-22

Dec-22

MonthlyImpressionsfromtheTop3MediaAdvertisersonSnapchatin2022

861MImpressions

2.0B

Impressions

806M

1.6B

1.2B

1.1B

800M

400M

Impressions

0

HBONBCTheN.Y.Times

MostFrequentlyOccurringWordsinCreativeText

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MediaAdvertisersGainedImpressionsDuringMonthsSurroundingNewStreamingContent

MonthlySnapchatAdImpressionsfortheTop3MediaAdvertisers,2022

NBCledinMediaadvertisinginNovember2022withover470MimpressionsfromitsPeacockadcampaigns,accountingfor42percentofNBC’stotalimpressionsforNovember2022.Keywordssuchas“Sunday”,“streaming”,and“football”werefeaturedtopromoteSundayNightFootballandmoviesaspartofPeacock’sstreamingservices.

CreativesforthepremiereofbothPrettyLittleLiars:OriginalSinandHouseoftheDragon,accountedfor24percentofHBO’stotalimpressionsforAugust2022.Despitebeingadvertisedforonly18daysinAugust2022,thecreativesforHouseoftheDragongenerated3timesasmanyimpressionsasPrettyLittleLiars,whichairedfortheentiremonthofAugust.

Meanwhile,TheN.Y.TimesusedSnapchattopromotesubscriptionstoitspublication.Itsmostpopularcreativeaccountedfor43percentoftheirtotalimpressionsforMarch2022,throughapostencouragingusersto“subscribetoday”.

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AdOverview

Arts&Entertainment

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Top10Moviesby

Spendin2022

1Minions2

2TheBadGuys

3TheBatman

4MarryMe

5DoctorStrange

6DeathontheNile

7Avatar

8Elvis

9Thor

10BlackAdam

28%

28%

ofArts&EntertainmentAdSpendingwasfromMovies

49%

49%

ofAdvertiserswereMovieRelated

Arts&EntertainmentAdvertisersSpent$146MilliononSnapchatAdsin2022

TopArts&EntertainmentandMovieAdvertisersbySnapchatAdSpend,2022

Top10Arts&Entertainment

AdvertisersbySpendin2022

1Hulu

2Disney

3Amazon

4CineMark

5Ellation

6Netflix

7Fandango

8SoundCloud

9Caffeine

10FenderMusicalInstruments

Note:RankingsarebasedonthehighestSnapchatspendingfrom2022.

AdSpendSharefortheTopMovieAdvertisers

AcrossSocialChannels

27%

73%

15%

23%

30%

31%

16%

22%

Minions

2:Riseof

Gru

TheBadGuys

The

Batman

33%

26%

18%

17%

61%

8%

92%

DoctorStrange

MarryMe

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SnapchatwasthePreferredMarketingPlatformfortheTopSpendingMoviesin2022

AdSpendSharefortheTopMovies,2022

Amongthetop5movies,Minions2,MarryMe,andDoctorStrange(2022)hadthelargestSnapchatspendingshares.MarryMehadtheshortestperiodofadspendingonSnapchat,lastingonlyonemonthfromJanuary11toFebruary15,andaccountingfor$1.8Minspending.

Meanwhile,Minions2,TheBadGuysandTheBatmanplacedSnapchatadsfor6months,thelongestperiodoutofthetop5advertisers.

Note:

TopadvertiserrankingsarebasedonadvertiserswiththehighestSnapchatspendingin2022.

Feb-23

Mar-9

Mar-23

Apr-6

Apr-20

May-4

May-18

Jun-1

Jun-15

Jun-29

Mar-30

Apr-15

May-01

May-17

Jun-02

Jun-18

Jul-04

Jul-20

Aug-05

Aug-21

Sep-06

$200K

$160K

$120K

$80K

$40K

$0

BadGuysReleasesApril22,2022

$270K

$216K

$162K

$108K

$54K

$0

MinionsReleasesJuly1,2022

TopSpendingMoviesPromotedOn-Demand&StreamingOneMonthAfterTheirPremiere

MonthlySnapchatSpendfromtheTopSpendingMovies,2022

TheBadGuysSnapchatSpending

February23,2022toJuly4,2022

TheBadGuysairedSnapchatcreativestwomonthsbeforeandtwomonthsafteritsreleasedate.FromFebruarytoMarch,SnapchatcreativesfocusedonpromotionsforreleasedatewithMarchreachingover$720K.Afterrelease,Maysawincreasedadspendforondemandviewing,reaching$193K,whileJuneshowedarenewedfocusonblu-ray,DVD,anddigitaladvertising.

Minions:TheRiseofGruSnapchatSpending

March30,2022toAugust26,2022

AdvertisingforMinions2beganwithtrailersinMarch,withadspendreaching$232K.Followingabriefpause,advertisinginJuneconsistedofSnapchatstorypostsannouncingitsarrivalintheaters,withJune29seeingthehighestdayofspendingat$233K.$1.3Mwasspentonon-demandadvertisinginAugust,whileSeptember’screativesfocusedonphysicalcopypromotionswith$8.4Kinspending.

TheBatmanSnapchatSpending

January1,2022toJune13,2022

$140K

$112K

$84K

$56K

$28K

$0

Jan-1

Jan-18

Feb-4

Feb-21

Mar-10

Mar-27

Apr-13

Apr-30

May-17

Jun-3

TheBatmanReleasesMarch4,2022

UnlikeMinions2andTheBadGuys,TheBatmansaw

itspeakspendingonthedayofitsreleasewithover

$133Kinadspend.ByApril,Snapchatspending

decreasedto$29KwithanemphasisonHBOMax

anddigital.Meanwhile,Junesawover$21Kinad

spendaimedatpromotingTheBatmanon4KUltra

HDanddigital.

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AdSpendSharefortheTopArts&EntertainmentAdvertisers

AcrossSocialChannels

2%

7%

14%

48%

23%

8%

9%

14%

36%

36%

19%

Disney

Amazon

Hulu

18%

5%

31%

30%

20%

31%

19%

30%

26%

24%

26%

24%

Ellation

CineMark

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TheWaltDisneyCompanyLedArts&EntertainmentAdvertisingin2022

AdSpendSharefortheTopArts&EntertainmentAdvertisers,2022

TheWaltDisneyCompanyledintotalSnapchatspendingin

2022withHuluandDisneyclaimingthetoptwospots.HuluandDisneyaccountedfor39percentofSnapchatspendintheArts&Entertainmentcategorywithacombinedtotalof$57.7Mfor2022.

CineMarkhadthelargestshareofSnapchatspendingacrossthetop5Arts&Entertainmentadvertisers.Disney’sinfluencecanbeseenthroughCineMarkasoneofitspopularcreativeswasastorypostpromotingMarvelStudios’Thor:LoveandThunder,amovieownedbyDisney,whichgeneratedover29Mimpressionsfroma$181Kbudget.

Note:

TopadvertiserrankingsarebasedonadvertiserswiththehighestSnapchatspendingin2022.

Impressions

MonthlyImpressionsfromtheTop3Arts&EntertainmentAdvertisersonSnapchatin2022

309MImpressions

2.0B

543M

Impressions

829MImpressions

1.5B

1.0B

500M

0

Jan-2022Mar-2022May-2022Jul-2022Sep-2022Nov-2022

AmazonDisneyHulu

MostFrequentlyOccurringWordsinCreativeText

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AdvertisersUseSnapchat

toPromoteDealsonTheir

StreamingServices

MonthlySnapchatAdImpressionsfortheTop3Arts&EntertainmentAdvertisers,

2022

SnapchatcreativesfromthetopArts&Entertainmentadvertisersfeatureddealsandpromotionsfromtheirstreamingservices.TwentyninepercentofHulu’simpressionsforSeptember2022camefromitsmostpopularcreativethatencouragedusersto“save$20/mo.for3months.”Meanwhile,14percentofAmazon’simpressionsforOctober2022camefromcreativesthatpromoted30-dayfreetrialsonPrimeVideo.DisneycreativesmentioningtheDisneyBundle,astreamingplanbetweenHulu,Disney+,andESPN+,accountedfor55percentofDisney’sDecember2022impressions.

Monthlyimpressionsgrewduringthereleaseofnewtelevisionseries.CreativespromotingnewshowssuchasTheKardashiansandTheRingsofPowermadeup6percentand22percentofimpressionsforHuluandAmazon,respectively.

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Telecom

AdOverview

$41.1M

$23.8M

$17.1M $14.6M

$12.0M

$8.3M

$7.9M

$2.9M$2.8M

$2.6M

Top10TelecomAdvertisersbyU.S.SnapchatAdSpendin2022

AT&T

T-Mobile

Comcast

DirecTV

Verizon

MintMobile

Cox

MetrobyT-Mobile

Cricket

TracFoneWireless

$0$8M$17M$25M$33M$42M

$50M

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MobileAdvertisersDominated

TelecomAdvertisingin2022

TopTelecomAdvertisersbySnapchatAdSpend,2022

Mobileadvertisersrepresented9outofthetop10Telecomadvertisers,accountingforover$118Madspendingin2022.MintMobileclaimeditspositionasthefifthhighestspenderinQ42022exceedingthatofmajorproviderT-Mobile.

GeneralTelecomadvertisersAT&T,Comcast,andCoxshared49percentofthetop10Telecomadspending.AT&Twasthenumberonetelecomadvertiserinthreequarters,whileComcastwasinthetop5throughoutallof2022,reachingitshighestSnapchatspendinginQ42022at$4.6M.

Note:

GeneralTelecomreferstoAdvertiserswhoprovideapackage/bundleofserviceswithintheTelecomcategory.AT&T,Cox,andComcastareexamplesofsuchAdvertiserswhoprovideInternet,TV,andMobileservicestocustomers.

AdSpendSharefortheTopGeneralTelecomAdvertisers

AcrossSocialChannels

32%

6%

17%

Comcast48%

AT&T

35%

19%

22%

12%

19%

Cox

50%

26%

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AT&TGainedinImpressionsOverCompetitorswithaFocusonSnapchat

AdSpendSharefortheTopGeneralTelecomAdvertisers,2022

AT&TwastheonlyGeneralTelecomadvertisertoinvestamajorityofitsspendingthroughSnapchat.Asaresult,AT&Tearned6.6Bimpressions,gainingtwotimesmoreimpressionsthanComcastandfivetimestheimpressionsofCoxthroughout

2022.

AT&T’semphasisonSnapchatspendingreceivedsignificantgainswithcampaignsfocusingonupgrades.Withabudgetof$17.9M,AT&Tgenerated2.9BimpressionsthroughSnapchatcreativesmentioning“Internetthatupgradeseverything”,“It’stimeforsomethingnew”,or“Tradeinandtradeup.”Similarly,ComcastandCoxgarnered85Mimpressionsand122Mimpressionswhenbothadvertisersspent$547Kand$721K,respectively,onSnapchatadsmentioning“switch”,“upgrade”,or“bringyourowndevice”.

AT&T’simpressionsleaddemonstratesthatadvertiserscanreachawideraudiencebyinvestinginsocialchannelsthatarenotfrequentlyused.

QuarterOverQuarterSpendingGrowth

QuarterOverQuarterGrowthbySpendfromMobileTelecomAdvertisersin2022

140%

105%

70%

35%

0%

-35%

-70%

Mint

Mobile

TracFone

MetroPCS

T-Mobile

Verizon

Q12022Q22022Q32022Q42022

T-MobileVerizonMintMobileTracFoneMetroPCS

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SmallMobileCarriersLedSnapchatSpendingGrowthinQ42022

QuarterlySnapchatSpendingGrowthfortheTopMobileTelecomAdvertisers,

2022

MobileVirtualNetworkOperators(MVNO),companiesthatprovidemobileservicesunderanetworkoflicensedoperators,ledinMobileTelecomSnapchatspendinggrowthinQ42022.MintMobile,TracFone,andMetroPCSwereamongtheMVNO’sthattoppedspendinggrowthfrommajorcellularprovidersT-MobileandVerizon.

MintMobilegrew71percentquarter-over-quarterinQ42022whilereachingthehighestSnapchatspendamongthetop5MobileTelecomadvertisers.Asaresult,MintMobilegained19MmoreimpressionsthanT-Mobileand281MmoreimpressionsthanVerizon.

AlongwithMintMobile,TracFonemadesignificantgainsovermajorcellularproviders.TracFonespendinggrew38percentinQ42022whileT-MobileandVerizonbothdecreased45percentand51percentinthesameperiod,respectively.TracFone’sgrowthresultedto1.5MmoreimpressionsthanVerizon.

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MobileAdvertisersGetPersonalwithSnapchatCreatives

CommonlyUsedWordsinSnapchatCreativesfromtheTopMobileAdvertisers,2022

T-Mobile

T-MobileSnapchatadsin2022tookapersonalapproachintheircreatives.Withwordssuchas“hometown”and“home”,T-Mobilespentover$1.4MontheirHometownTechovercampaign,alimitedtimepromotionofferingdealsandincentivesinselectmarketsinruralAmerica.

Verizon

Verizon’smessageintheirSnapchatcreativesensuredthatcustomerscandependontheirservices.Withcreativessuchas“Thenetworkmorepeoplerelyon”,Verizonemphasizeddependableservicesin14percentoftheirSnapchatadsin2022,includedwordssuchas“rely”,“people”,and“network”.

MintMobile

Withadealof35GBofdatafor$15/month,MintMobile

promisedcustomersthatitwas“timetobreakupwith

bigwireless”.Inparticular,MintMobile’screatives

promoting“premiumwirelessfor$15/mo.”accounted

for56percentofMintMobile’sSnapchatadsin2022,

totaling$4.5MinSnapchatadspending.

Note:WordcloudsrepresentthemostfrequentwordsinSnapchatcreatives.Thebiggerthefontinawordcloud,themorefrequentthewordappearedthroughoutthesameormultiplecreatives.

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Computers

Electronics

&Consumer

AdOverview

Top10Computer&ConsumerElectronicsAdvertisersbyU.S.SnapchatAdSpendin2022

SamsungGoogleAppleCanon

ASUSTeK

Dell

Lenovo

Bose

RemarkableAS

Fujifilm

$46.1M

$39.2M

$36.9M

$3.1M

$2.5M$2.1M$1.9M$1.8M$1.7M$1.5M

$0$8M$17M$25M$33M$42M

$50M

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LargeTechAdvertisersCarriedCCESnapchatAdvertising

TopComputers&ConsumerElectronicsAdvertisersbyAdSpend,2022

LargetechadvertisersSamsung,Google,andApplecollectivelyaccountedfor89percentofthetop10Computers&ConsumerElectronicsadvertiserspendingin2022.SamsungspentthreeconsecutivequartersasnumberoneuntilitsreplacementbyGoogleinQ42022.

ASUSTektooktheleadamongComputeradvertisersinQ12022untilitwasreplacedbyDellandLenovoinQ2andQ3.ASUSTekthenreclaimeditsleadinQ4witha30percentquarter-over-quarterincreaseinadspendingto$628K.

PhonesweretheHighlightofTechEventsin2022

MostFrequentlyUsedWordsinSnapchatCreativesfromConsumerElectronicsAdvertisers,SurroundingTechEvents,2022

Apple

Apple’seventinMarch2022previewednewproductssuchastheiPhone13andiPadAir,alongwithpromotionsencouragingviewerstoswitchtonewiPhone13models.Applespent$1.3MinSnapchatadvertisingwithinoneweekofthestartofMarch’sAppleEvent.

Note:SnapchatcreativesbetweenMarch8,2022andMarch15,2022

Samsung

Samsung’sGalaxyUnpackedeventshowcasednew

productssuchastheGalaxyS22UltraandGalaxyTabS8.

Samsung’s$983KSnapchatcampaignsfollowingthe

eventhighlightedpromotionssuchaspre-ordering

devicesfromtheGalaxyseriesandsaving50percentoff

withfreeshippingonselectproducts.

Note:SnapchatcreativesbetweenMarch8,2022andMarch15,2022

Google

GoogleI/O2022featurednewGooglePixellinessuch

asthenewGooglePixel6aandGooglePixel7.

Despitetheannouncement,Snapchatcreativesonly

featuredpromotionstoshopfortheGooglePixel6

ProandobtainingGooglecareercertificates.Within

oneweekoftheI/Oevent,Googlespent$641Kon

Snapchatads.

Note:SnapchatcreativesbetweenMay11,2022andMay18,2022

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SnapchatSpend

MonthlySpendfromComputerAdvertiserSnapchatCreativesin2022

$2.0M

$679K

$378K

$353K

$1.5M

$1.0M

$500K

$0

Jan-2022Mar-2022May-2022Jul-2022Sep-2022Nov-2022

DellLenovoASUSTek

MostFrequentlyOccurringWordsinCreativeText

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ComputerAdvertisersEmphasizedGamingProductsonSnapchat

MonthlySnapchatAdSpendfortheTopComputerAdvertisers,2022

DuringmonthswiththehighestSnapchatspending,DellandASUSfocusedadvertisingongaming.Inparticular,Dellhighlightedtheirgamingbrand,Alienware,byencouragingcustomersto“defyboundaries”inthe“worldofAlienware”,gainingthem63MimpressionsforMay2022.ASUSgenerated113MimpressionsinJune2022withgaming-inspiredsloganssuchas“forthosewhodare”,“restocked&reloaded”,and“Power.Speed.Durability”.

WhileDellandASUSfocusedongaming,Lenovoemphasizedadvertisingsalesevents.Lenovospent57percentoftheirtotalspendingforMay2022oncreativesmentioningMemorialDaysalesandSpringdeals.Asaresult,Lenovogenerated33Mimpressions.

Note:

ComputerAdvertisersreferstoadvertiserswhopromoteproductsassociated

withcomputers.Dell,Lenovo,ASUS,andLogitechareexamplesofsuchadvertiserswhomarketlaptops,keyboards,mouses,andothercomputer-relatedproductstocustomers.

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Snapchat

Advertising

Conclusion

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Conclusion

SnapchatAdvertisingintheUnitedStates

MarketOverview

Snapchatsawsteadyspendinggrowththroughout2022.Q42022wasthebestperformingquarterforadvertisers,to