Although the share of spend between brand and DR was different per category, we found that across the board, there is no tradeoff, and both campaign strategies were efficient in driving sales. Both the brand and DR campaigns contribute disproportionately more sales relative to the share of budget each campaign type receives.
One key takeaway from the research is that brand activity drives sales, especially on Snapchat. If we take a closer look at the Commerce category for example, when ROAS is split out between brand and DR campaigns, the research found that while both campaign types drive above average ROAS, brand spend drove the higher ROAS. Brand spend driving above average ROAS was not unique just for the Commerce vertical. This is true across all the other categories in our research.
Across all of the verticals, the analysis revealed that running brand and DR campaigns concurrently delivers incremental ROAS compared to running in isolation to one another.
Collection
[
|
...
]