Snapchat CEO: creative and fun is the most important part of advertising \u0026 ldquo; Burn After Reading \u0026 rdquo; photo-sharing application Snapchat founder Ivan \u0026 middot; Spiegel (Evan Spiegel) like good advertising, he believes that this is the Internet is still a lack of elements. Spiegel noted that an acceptable topic when interviewed at the Cannes International Festival of Creativity week, Snapchat very lucky, Cosplay Costumes because so many social platforms and Web publishers in this field made a lot of mistakes, so Snapchat in establishing their own advertising business less take a lot of detours. Spiegel pointed out some examples of bad advertising tactics and ad formats, such as after the people buying the merchandise constantly appearing on a variety of web banners, need people to rotate the phone to landscape view video ads, and in order to meet from the desktop to mobile devices to convert advertising from mobile advertising.
Spiegel said: \u0026 ldquo; We are very fortunate that we do not antiquated infrastructure of Internet advertising. Snapchat are doing with the traditional Internet advertising is very different. \u0026 Rdquo; for example, yesterday Snapchat and Procter \u0026 Gamble's Tide companies released a video ad on Father's Day, with users around the world pandora hearts wigs to shoot video clips compiled some Snapchat story.
This Tide ad only a few seconds, the screen quickly dead or alive wigs flashed around the world are handling the case of the father and Tide stain trademarks and \u0026 ldquo; getsitout \u0026 rdquo; subtitle. Spiegel emphasized that creativity and fun are Snapchat most important element, there is make fun of other entrepreneurs in the digital domain of \u0026 ldquo; \u0026 rdquo ;. ambitions He said: \u0026 ldquo; creativity is really important. Although users are very disgusted with advertising, but advertising creative is very important to Snapchat of users. If everyone is very efficient advertising, then advertising will not be effective up. \u0026 Rdquo; Spiegel in an interview, also made the following point: he believed in the power to edit, especially CNN, Cosmopolitan and release influential DailyMail.com editing video clips and text content on Snapchat of 11 Discovery Channel . He said: \u0026 ldquo; has a good editorial support of the channel will perform better than the other channels. In building these sectors, we should let users better than us, more than we would let them edit content. \u0026 Rdquo; the number of videos Snapchat users to shoot horizontal screen vertical screen is nine times the number of videos. Spiegel said that the first six months after the product launch Snapchat story of where basically no one uses, the degree can not be accountable to the Board of Directors. But now, every day millions of people watch these videos.
Snapchat release of the product may only 1% of its total product development, because some products really too bad. Spiegel said he spend two hours a day to use Snapchat products, as consumers, as this is his job. When he talked about some of the ideas of the status quo of online advertising, Spiegel noted, may not use the data-driven ads Snapchat later re-positioning technology. He believes that the advertising industry should do in positioning too far, he said: \u0026 ldquo; we really pay attention to avoid the emergence of advertising everywhere, which for us is really important. \u0026 Rdquo;