![\"SNAPCHAT\"](\"http:\/\/social.ogilvy.com\/wp-content\/uploads\/SNAPCHAT.jpg\")
<\/a><\/p>\nWhy this matters:<\/strong><\/p>\n Snapchat has been able to pull together the key themes that have been on every\u00a0marketing and media exec\u2019s mind \u2013 video content, real-time news, news desk \u2013 to\u00a0create a platform that incorporates all of them and is executed with simplicity and style.<\/p>\n In terms of advertising, Discover integrates brands further into the content than what is currently possible on\u00a0Facebook and Twitter news feeds. Snapchat Discover debuts a new advertising model that is likely to be a\u00a0significant source of revenue.<\/p>\n <\/p>\n What this means for brands:<\/strong><\/p>\n 1. More visibility:<\/strong> Snapchat Discover is featured prominently within the application and ensures a Discover\u00a0sponsorship generates more visibility than a brand\u2019s Snapchat account.<\/p>\n 2. Wider audience:<\/strong> the collaboration with publishers, such as Vice, Yahoo! News and CNN, extends Snapchat\u2019s\u00a0influence beyond their core millennial audience. This means Discover advertisers will reach a larger and more diverse audience.<\/p>\n 3. Purpose-driven content marketing:<\/strong> brands can now be involved with Snapchat in a more useful, native and contextually relevant\u00a0way.<\/p>\n 4. Pay-to-play:<\/strong> the trend of social media becoming more intertwined with paid media continues. Brands will need to commit media spend\u00a0to reap these additional benefits.<\/p>\n 5. Brands as publishers:<\/strong> consumers continue to demand high quality content so the need for brands to act as publishers hasn\u2019t\u00a0disappeared. However, Snapchat Discover provides an alternative to brands needing to create the content themselves.<\/p>\n 6. Digital Ecosystem:<\/strong> Snapchat has delivered a new paid media possibility to a brand\u2019s digital ecosystem but, as with any new platform\u00a0and tactic, a strategy needs to be developed to ensure it drives business value.<\/p>\n","protected":false},"excerpt":{"rendered":" Snapchat is not just 5-second sunsets and selfies anymore: the new Discover\u00a0feature showcases quality, snackable content from reputable publishers,\u00a0including CNN, Vice and National Geographic, on a daily basis. Upon clicking into each publisher, users…<\/p>\n