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Pathmatics Blog

Pathmatics Launches Snapchat and TikTok Advertising Intelligence

May 17 2022 by Pam Gutierrez

Snapchat and TikTok reach billions of millennial and Gen Z users every day and have changed the social media landscape for brands, advertisers, publishers, and investors. Today, we’re thrilled to share that ad intelligence for Snapchat and TikTok is now available in Pathmatics Explorer. Customers will have full visibility into how brands are including these platforms as part of their media mix, as well as how seasonal trends are affecting share of voice and creative strategies.  

Greg Rosen, Chief Product Officer at Sensor Tower:

“Over the past few years, Snapchat and TikTok have turned into powerful tools for marketers to reach coveted millennial and Gen Z audiences. As the world increasingly shifts to digital, it’s imperative that companies can quickly understand the ad strategies of their competitors, particularly on mobile-first platforms like Snapchat and TikTok. Today’s release gives our customers an unprecedented view into how leading brands and their direct competitors are developing winning advertising strategies on these channels.”

 

Deeper Social Media Insights

With Facebook, Instagram, and Twitter insights already available in Pathmatics, the addition of Snapchat and TikTok ad intelligence provides a holistic view of the advertising landscape on the world’s leading social media channels. Brands are expected to spend nearly $9 billion dollars advertising on Snapchat and TikTok this year in the U.S. alone, making these two channels a significant piece of the total digital advertising spend.

This launch uncovers just how much major brands such as AT&T are investing in these emerging platforms. For example, between April 11 and May 10, AT&T invested 37 percent of its daily media spend on Snapchat and only 17 percent on Facebook. 

Pathmatics ad intelligence for TikTok and Snapchat also provides visibility into how categories of advertisers are investing in these platforms. For example, in April 2022, advertisers in the Telehealth & Prescription Discounts category spent $6.7 million advertising on TikTok, while only spending $155,000 on Desktop and Mobile Display. This is clearly becoming a popular channel for brands advertising these Telehealth & Prescription Discount services.

What’s Next?

Although these insights are only available for advertising in the U.S. now, we’re already exploring expanding our coverage to other areas of the globe. We’ll keep you updated as we reach new milestones. In the meantime, reach out to our team and set up a demo so you can see this data in action!

About Author
Pam Gutierrez

After she earned her BS in Business Administration and Marketing, Pam spent time in the non-profit industry developing skills in digital marketing and creating digital content for two years. She then made the transition to content marketing for San Francisco start ups.

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