Government 'is biggest political spender on Snapchat'

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by Josh Hall

The government is the largest buyer of political advertising on Snapchat in the UK.

But, as Sky News reports, the government has spent just £71,323 on the platform so far this year, underscoring the lack of engagement with Snapchat amongst political bodies.

More than a third of the total spend was attributed to a single 'Get Ready For Brexit' advert.

According to Snapchat's own figures, the six-second ad was seen more than 3 million times.

But, as Sky News report, the advert did not contain a clickable CTA, despite the government's suggestion that the purpose of the Get Ready For Brexit campaign was to "drive people to GOV.UK".

The campaign launched on 1 September. The government has said that it could spend as much as £100 million on advertising encouraging readiness for the UK's exit from the EU.

Elsewhere on Snapchat, the Labour Party was the only political party to spend money on the platform.

As Sky report, it spent £6,491 on video ads.

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