Snapchat Ad Rates for Discover Are Really High
Snapchat’s Discover platform is one of the hottest properties in media. That’s why Snapchat and its publishing partners are asking for very high prices for ads that run on Discover — and why marketers are paying them.
Industry sources say Discover ad pricing is running around $100 for every thousand views — a rate that’s something like twice what a premium video publisher can get, and many times what a mere Web publisher can command. Perhaps that’s why Alibaba felt comfortable putting $200 million into Snapchat, at a reported $15 billion valuation.
Snapchat launched Discover in late January. It’s a new section of the app where users can watch videos or read stories from a dozen different publishers like CNN, Vice or ESPN.
Snapchat publishers set their own rates and provide a guaranteed view count to ad buyers based on traffic patterns they’ve established in the last few weeks. Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day. That means publishers are able to command $50,000 to $100,000 a day for their stuff.
Snapchat Ad Rates for Discover Are Really High | Re/code.