Last week, Snap floated its public offering and the stock popped 44% in the first day of trading. Yesterday, shares crackled but are still holding above the IPO price.

As I not-so-humble-bragged to MediaPost the day after the IPO, “We’re bullish on Snapchat and not just because we were the first company to release a self-service platform for buying Snap Ads through the API.”

At 4C, we’ve seen first-hand the results Snap delivers for advertisers and that gives us reason to believe this company is going to be a major player in the media world with strong revenue growth for years to come.

Here’s a snapshot of the trajectory. In the past 4 months, the number of advertisers using 4C for Snap Ads has grown by 8x and the total spend has grown by 10x. And, if we go back to September when we first launched Snap Ads through 4C, those numbers are 24x and 276x!

In dissecting the future potential for Snap, a lot of the attention has focused on whether or not Snapchat can capture TV budgets. Sitting at the intersection of TV and Social at 4C, we have a good purview.

Indeed, Snapchat parallels television in many ways:

  • Habitual tune-in
  • Entertaining content
  • Timely news
  • Sight, sound and motion
  • Immersive advertising

For brands, I don’t think it’s an either-or decision when it comes to budgeting for TV and Snapchat… or any social/mobile platform for that matter.

Today, multi-screening is the norm with 85% of TV viewers simultaneously using another device. To reach these elusive audiences and leave a lasting impression, brands need to be present in both locations, ideally at the same time.

At 4C, we’re all about making multi-screen marketing magic. That’s why we’re plugged into premium inventory sources across channels and offer solutions like TV Sync and TV Analytics. So whether it’s digital, social, mobile or TV, when it comes to engaging hard-to-reach-audiences – thanks to the 4C Insights Affinity Graph™ – we’ve got them covered.

Now that’s sure to get you out of bed in the morning!

Read the rest of 4C’s Insights Volume 46 here.

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