{
  "docId": "019dd923-605d-726d-81a5-43d583d300a8",
  "docSlug": "bi-08046a10b045ed6e",
  "documentTitle": "Snapchat advertising pitch deck",
  "authorId": "Pitchdecks",
  "authorName": "Snapchat",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 12,
  "pageCount": 16,
  "prevPage": 11,
  "nextPage": 13,
  "slideType": "why_now",
  "function": "argue_timing",
  "density": "balanced",
  "nDataPoints": 10,
  "notes": "The chart uses a stacked area format to emphasize the shift in user behavior toward vertical mobile devices.",
  "elementsJson": [
    "action_title",
    "area_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-605d-726d-81a5-43d583d300a8/12",
  "deckHref": "/decks/019dd923-605d-726d-81a5-43d583d300a8",
  "deckJsonHref": "/decks/019dd923-605d-726d-81a5-43d583d300a8.json",
  "deckAnchorHref": "/decks/019dd923-605d-726d-81a5-43d583d300a8#slide-12",
  "components": [
    {
      "bbox": {
        "h": 0.7,
        "w": 0.4,
        "x": 0.55,
        "y": 0.1
      },
      "kind": "chart",
      "text": "Daily Minutes Spent on Screens (in the U.S.)",
      "attrs": null,
      "subkind": "area-stacked",
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    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Daily Minutes Spent on Screens",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
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      "componentId": "019dd952-abe6-772a-9004-6bc75218be0b",
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    {
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        "h": 0.05,
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        "x": 0.55,
        "y": 0.85
      },
      "kind": "source-note",
      "text": "Source: eMarketer April 2015; Snapchat analysis; Definition of horizontal: TV, computer, other connected devices including game consoles connected TVs and OTT devices; Definition of vertical: mobile devices",
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      "bbox": {
        "h": 0.3,
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        "x": 0.05,
        "y": 0.25
      },
      "kind": "title",
      "text": "Vertical ads for vertical screens.",
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      "subkind": "headline",
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      "componentId": "ce0a9353-49b0-4586-a591-06dc63b2de56",
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    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "argument-from-analogy",
      "slug": null,
      "matchId": "3b15e99d-bd6f-4f58-8af5-d60ab2c84f14",
      "evidence": "The slide uses the shift in screen orientation as a logical basis for the necessity of vertical ad formats.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 12,
      "from": 7,
      "beatId": "49621bf9-d888-4895-8e25-baff749ecb22",
      "arcName": "AIDA",
      "arcSlug": "aida",
      "beatName": "Desire",
      "beatSlug": "aida-desire",
      "evidence": "The deck showcases effective advertising solutions and testimonials that create desire to partner with Snapchat",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
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  ],
  "loops": [
    {
      "to": 12,
      "from": 7,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "c8f3fd73-fee1-4617-8639-c26d9f35a5a2",
      "evidence": "The deck explains Snapchat's unique advertising solutions and benefits",
      "position": 1,
      "objective": "Why is Snapchat an effective platform for advertising?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
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  "thumbSrcAlt": null,
  "locked": true
}