Snapchat has been offering football ad packages for the season that cost up to $5M, and with the "season almost over, the video and messaging app is still trying to secure new advertisers for packages including the Super Bowl" at a price of $3M, according to a source cited by Garett Sloane of AD AGE. Snapchat only "started taking Super Bowl marketing seriously last year" when Gatorade "sponsored the first animated lens." That lens was "viewed 165 million times." It is clear Snapchat is "trying to parlay the success and popularity of that campaign into an even bigger ad haul this Super Bowl." There are two lenses "up for sale this year." Snapchat "claims 150 million daily users, most of them young and hard to reach by traditional advertising methods." Sloane cited data leaked from Snapchat's advertising sales deck, titled "The NFL on Snapchat," that shows advertisers can "expect up to 3 million views for video ads on Snapchat during the Super Bowl." It goes on to show that Snapchat is "offering that many views to four sponsors, each getting 25% share of voice" (ADAGE.com, 12/15).
