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Advertisers are cooling on Snapchat Live Stories

““It’s more for an opportunistic moment and less of a strategic pillar — the icing on the cake, but the cake is still user stories and video reach across the platform holistically,” said Mike McLaughlin, managing director of digital for WPP-owned Mindshare.

Indeed, advertising in-between user stories and sponsored lenses and geofilters is more popular among advertisers. They’re pricier, too, as some lenses can cost more than $750,000, with price quotes sometimes going as high as $4 million for day-long lenses around big events, as Digiday previously reported. While prices for Live Stories vary by event and topic, one buyer said a recent takeover for one Live Story — three ads — cost $250,000.”

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Advertisers are cooling on Snapchat Live Stories