Why Snapchat's 3V Advertising Model Is Flawed
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Snapchat founder Evan Spiegel came to the Cannes Lions festival with a fittingly short message that he hopes won’t disappear from advertisers’ minds after 10 seconds. He promoted 3V advertising — “vertical video views.” He makes a strong case, but he’ll still lose out to another model.
Spiegel gave a command performance, and not just to a full house of 3,000 delegates at the Cannes conference hall. If you really want to appreciate Spiegel’s message, watch his video on your smartphone. It doesn’t take long — I’ll wait.
Now, here’s the pop quiz: Did you watch the video vertically or horizontally? If you’re like me, there’s little you do on your phone horizontally, though I make an exception for Marvel’s Contest of Champions game. Viewed vertically, Snapchat’s video is perfectly framed. I even wondered at first if Snapchat was hosting the video itself to make a point to advertisers.
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