There are plenty of things we've left in the 90s. Dial-up internet. Fax machines. The Rachel haircut.

But when it comes to media planning, some old habits are harder to shake.

We get it, the familiar feels safe. However, audiences are changing, the way people spend their time is changing, and the places brands can find their next customers are changing too. Media investment needs to keep up.

At Snapchat, we think there's a big opportunity for marketers willing to look beyond the usual suspects. Nearly one billion people globally use Snapchat, with users opening the app more than 30 times a day on average, including audiences advertisers may not reach elsewhere.¹

Snapchat's average time to conversion is faster than other social channels,² while an independent study from Measured found that, for brands in its portfolio, Snapchat delivered approximately 19.3% higher incremental return on ad spend than the blended incremental return from their social advertising overall.³

So today, we're launching Spend Smarter, our new global performance platform encouraging marketers to question the familiar and think differently about where their budgets can work hardest.

And to make that point, we're going back to the 90s.

We've happily moved on from plenty of things since then. Spend Smarter uses the nostalgia, quirks and questionable technology of the decade to ask why some of our old media habits have been quite so difficult to leave behind.

We're also teaming up with creators from across marketing, advertising and culture to put those habits to the test. The line-up includes Pretty Little Marketer's Sophie Miller, Eugene Healey, Farah Nyadu, Joel Marlinarson, Girl Power Marketing's Annie-Mai Hodge, Grad Girl Marketing's Ashleen Narula, Matej Lancaric, Carmen Vicente and Brian Blum, who will explore work from clients including Supercell, Clarins, LOOKFANTASTIC, KFC and ASICS. Together, their content will show how advertisers are finding incremental audiences, improving CPA and driving ROAS on Snapchat.

Spend Smarter isn't about telling marketers to spend more. It's about asking a better question: is your budget still going where it works hardest, or just where it's always gone?

We left dial-up in the 90s. Maybe it's time to leave a few media habits there too.

It's time to Spend Smarter on Snapchat.

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