Snapchat may be the hot new medium for the ad industry, but it hasn't quite crossed over into the mainstream, if Sunday's night's Super Bowl ads are any indication.
Only one advertiser out of 56, Universal Pictures' Pitch Perfect 2, prompted viewers to go to Snapchat, according to an analysis by Marketing Land. That compared with 28 ads that included hashtags, four prompts for Facebook, three for Twitter and 25 prompts for a dedicated URL.
Though hashtags are now mainstream, they didn't appear in any Super Bowl ads until 2011 when Audi claimed to be the first brand to use.
Snapchat has drawn major advertisers including McDonald's, Taco Bell and General Electric. Last month, Snapchat introduced Discover, a new platform that lets media companies put content on Snapchat. That move, plus the introduction of Stories -- a program supporting 24-hour "narratives" on Snapchat -- are considered to be more user-friendly advertising platforms than Snapchat's standard disappear-in-10-seconds format.
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