Snap’s Walled Garden Opens to VideoAmp for Industry-First Strategic Collaboration
Social technology platform Snap has opened its walled garden for an industry-first strategic collaboration with the leading media measurement company VideoAmp.
According to VideoAmp’s press release, Snap “will integrate its first-party data, video, and augmented reality (AR) inventory into VideoAmp’s cross-platform planning solution, enabling advertisers to make strategic budget allocations to efficiently reach audiences across linear TV, streaming, and digital platforms.”
Jack Neff writes in AdAge, “Snap has largely been a walled garden, like other social platforms, retaining user IDs for media planning and measurement within its own ad ecosystem. This move puts Snap more in the ‘hedged garden’ camp of allowing at least limited visibility via VideoAmp.”
Snap will leverage VideoAmp’s big data and tech engine VALID, allowing it to “independently run supplemental measurement and planning alongside its core advertising. As AR adoption grows, VideoAmp’s existing video planning capabilities will also offer a valuable solution for advertisers looking to explore and test new AR formats,” VideoAmp said in a statement.
“This should be seen as a game-changing moment for the industry and cross-platform planning,” said Pete Bradbury, Chief Commercial and Growth Officer, VideoAmp. “We have the opportunity to meet consumers at every touchpoint and enrich the planning process by offering a more holistic solution across premium video and digital platforms. Now clients can have the insights they need to more effectively allocate their budgets to reach their target audiences and achieve stronger, better business outcomes. And that’s exciting.”
“At Snap, we help advertisers reach more than 800 million people on Snapchat every month and we’re excited to maximize the impact of their video campaigns with a comprehensive suite of video planning tools,” said Alexander Dao, Global Head of Agency Development & Sales Partnerships, Snap Inc. “VideoAmp’s planner is already familiar to many agencies and gives us an opportunity to provide advertisers with more choices to plan and measure across our video and first-to-market AR formats.”
According to Social Media Today, Snap is renewing its focus on the North American market. In April 2024, Andrew Hutchinson reported that “Snapchat is now up to 422 daily actives, an increase of 8 million users on the previous period. Which is good, but the worrying sign for Snap is that it’s still not gaining traction in its key revenue markets, with U.S. and EU usage remaining flat in the period.”
This means that new collaborations like the one with VideoAmp and its accompanying VALID engine will help to enhance its offerings in the most profitable markets.
Omnicom Group, the global leader in marketing communications, has also observed the benefits of the Snap and VideoAmp collaboration. "How consumers engage with TV and video content is more fluid and diverse than ever as they traverse a rich media ecosystem,” said Megan Pagliuca, Chief Activation Officer, Omnicom Media Group. “Whether linear TV, streaming environments like CTV, social platforms like Snap or all of the above. What matters to us is understanding these complex consumption dynamics and reacting with smart decisions. Gaining visibility into Snap’s in-platform video consumption strongly supports our mission of holistic cross-channel video planning.”
Image credit: Adtech today
Related Articles
On Tuesday, August 20, at Streaming Media Connect, Alan Wolk, Co-Founder/Lead Analyst, TVREV, will moderate the panel "Ad Counsel: Delivering Streaming Ads That Convert," which confronts the current challenges (or, some would say, failures) to reliably deliver the right ads to viewers and measurable results to brands and discusses innovative technologies and strategies to make streaming ads perform. Confirmed panelists include Christina Chung of Estrella Media, Julie Triolo of Vevo, C.J. Leonard of Infinitive, and Erin Firneno of Advertiser Perceptions.
22 Jul 2024
On June 14, scalable IP-based media transport software supplier Zixi announced that it had secured a significant strategic investment from Clearhaven Partners, a Boston-based software private-equity firm. At the time of the announcement, Zixi CEO Gordon Brooks described the partnership with Clearhaven as a "natural fit" for Zixi, and one that would enable the company to "double down on product innovation" and "pursue the significant opportunities" in the fast-growing market for IP-based video systems. We spoke with Gordon to get more insight on the Zixi-Clearhaven partnership and what's ahead for Zixi.
09 Jul 2024
When it comes to delivering effective video advertising, smaller companies often face significant challenges. Unlike major platforms like Amazon, Google, and Meta, these companies lack the extensive viewer data that enables precise ad targeting. Moloco aims to bridge this gap with its AI-based platform and streaming media service, providing smaller streamers with tools to enhance their advertising performance. Dave Simon, General Manager of Growth Initiatives at Moloco, recently discussed the company's solutions and insights from a recent YouGov survey in this interview with Streaming Media's Jan Ozer.
09 Jul 2024
For the longest time, people I've interviewed have complained about how much of the video advertising budget went to social. Now the tide is turning.
21 Jun 2024
Last week Roku announced the Roku Exchange, a "TV streaming-first" advertising solution that connects ad inventory with advertiser demand.
17 Jun 2024
Companies and Suppliers Mentioned