Snapchat's original Discover shows are very popular with users, and short episodic content resonates well with the recent shifts in video consumption, taking off very big time among younger audiences.

Indeed, Snapchat says that more than 90% of the US Gen Z population have watched Shows and publisher content in Q4 2020, and many Snap Originals now see tens of millions of viewers on average, including programs like 'Ryan Doesn't Know', starring Hollywood star Ryan Reynolds, which was watched by more than 20 million users.

Snap's Originals could be a big move into the next phase of video consumption, with people spending more and more time online and going over large amounts of the time spent watching traditional TV programming.

That could make Snap's Discover ad options more valuable.

To highlight the potential here, Snapchat recently conducted a survey, in conjunction with Nielsen, to ascertain the branding benefits of advertising within Discover shows, and how that relates to brand favorability and recall.

According to Snapchat:

"Online video ads on Snapchat Discover come in the form of Commercials, 6-second, non-skippable ad formats that are delivered in our Shows. Our content, which is curated and brand-safe by design, features partners such as E! The Rundown and ESPN Sportscenter, as well as exclusive shows like the upcoming star-driven series Charli vs. Dixie and Off Thee Leash With Megan Thee Stallion."

To test the value of Commercials, and give a glimpse into what might be possible for brands, Snapchat joined forces with a number of advertisers across six verticals to run a series of "16 multi-cell hypothesis tests." Snapchat found that adding Commercials can really supercharge promotional results in the app.

"Not only did the addition of Commercials boost metrics, it actually drove double the lifts across the funnel.
Snapchat also determined that its Discover content ads had enhanced ad awareness by 65%.
According to Snap:
 
"Although these non-skippable, premium ads command a more premium CPM, the incremental lift they create far outweighs the higher price points.

Specifically, Snap is positioning its Discover ads as an available replacement, if only for certain purposes, for traditional TV advertising. And the numbers don't lie - and not every brand will be able to match what they've accomplished with their Snapchat Commercial programs, but Snap's increased show consumption puts the app in an optimal position to help facilitate reach and tap into evolving video consumption behaviors in this respect.
Nor will it be for all brands, since it is at a higher price point, but the data here shows that Snap's Discover ad options could be a valuable way to increase brand awareness with younger audiences and could be worth considering in your process.