Snap’s (Snapchat) continued push into the traditional media space has caught my eye. With more and more young people watching TV on their phones, Snap is well positioned to capture this audience due to many of its team having network and broadcast TV backgrounds.
US cable network A+E has just finished airing the first season of ‘Second Chance’ on Snap TV. Second Chance is a dating show with 14 short videos created for Snap. Digiday reported that “Second Chance’ averaged 8 million views and another series ‘Phone Swap’ is getting about 10 million views per episode. Based on these healthy numbers, Snap is looking to work with its other production publishers (NBCUniversal) to create more video series for Snap.
Other media publishers playing in the digital TV space is Buzzfeed, they used Facebook Live to stream a couple of UK election result shows late on Thursday night. The shows had a total of 2 million views, compare this with BBC who had 4.5 million people tune into their TV election coverage, and ITV and Channel 4 had about 1 million viewers each. How they determine views is slightly different between the 2 formats, Facebook Live counts a view by how many people play the video for 3 seconds, while TV counts it after 60 seconds.
Based on the above positive results, it’s safe to say we’ll be seeing more publishers exploring digital TV. The impact on advertisers will be interesting as online ads tend to be shorter than traditional TV commercials. Snap squeezes in ads between content (approx. 2- 3 seconds long), I haven’t seen any ads on Facebook’s Live Stream ads, but you can skip ads on YouTube videos after 3 seconds so we should expect to see a version of these ads on Facebook and YouTube’s live stream.
The advantage of digital TV versus a standard web page with a video pop-up ad is that the volume is on, so ads are more likely to be heard and seen. In saying that, users watch less TV on their mobile devices compared to traditional TVs due to the viewer experience so advertisers have less time to reach their target market.