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.
One key takeaway from the research is that brand activity drives sales, especially on Snapchat. Brand spend driving above average ROAS was not unique just for the Commerce vertical, but consistent across all categories.
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.
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