When Univision embarks on an 18-month partnership with Snapchat, it will be the latest test for the nascent social platform to prove its value as a content hosting platform for broadcasters – and for brands advertising against that content. The partnership, revealed Thursday, centers around Snapchat’s Live Stories product, “a curated stream of user submitted […]
When “consumer immersion” is your top brand metric, live-streaming video enters your channel-investment strategy. Such is the case for PepsiCo-owned Mountain Dew, one of the first brands to test-drive Twitter’s new live-video app, Periscope. Mountain Dew created a three-minute video asking fans to stop by and say, “What’s up?” and to interact by sending the […]
The most-cited reason Cosmopolitan, CNN, People, Yahoo News, Food Network and National Geographic jumped to participate in Snapchat Discover: access to millennials in a mobile platform with high engagement. Discover also has an environment pleasing to advertisers, enabling messaging via text, images or video in a section of a popular app curated by premium publishers. […]
Jeff Lucas, head of ad sales for Viacom Music and Entertainment, likes photo-messaging app Snapchat. Because its user base is dominated by females under 25, the platform that popularized the “fleeting” SMS aligns closely with Viacom property MTV’s young millennial audience. It’s one of the reasons why MTV is test driving Snapchat’s new Discover feature, part of […]
It’s a bit of a three-way Catch-22: SnapChat needs to monetize, advertisers need to see solid engagement metrics and ROI and SnapChat users need to feel like they’re not being blasted by irrelevant advertising. Therein lies the rub for several of the agencies AdExchanger spoke with following The Wall Street Journal’s report on a new […]
