[ad_1]
Snapchat has unveiled a closer partnership with Tinder, which allows the sharing of its videos with the dating app, a major asset in the games and a new advertising network at its first partner summit.
One of the most important developments coming out of the Snap Partners Summit in Los Angeles on Thursday was the Snap Audience network, which will broadcast ads to apps located outside of Snapchat. However, the company lacked details on the type of targeting that would be available and which partners would be the first to adopt it.
Snapchat said that it was recruiting applications to join the network, which will enable it to run the company's distinctive vertical video ads to partner apps as soon as it is launched.
According to Brain Wieser, global president of GroupM's business intelligence, the network could succeed if there was transparency (disclosure to advertisers of the location of their ads) – according to Brain Wieser.
In addition, he says, Snapchat has to fill in its own inventory of ads before it grows out of its walls. "Advertising networks make sense when you have unsold inventory or to ease price pressure," says Wieser.
"We're working with many brands looking for ways to use Snap and apply it to other apps to extend their reach," he adds. Aaron Goldman, CMO of 4C, an advertising technology platform that helps brands buy on Snapchat. The network would help when brands reach their frequency limit, he says, by limiting the number of times they can post an individual ad multiple times on Snapchat.
At the summit, Snapchat also announced that video stories would be shown on partner apps such as Tinder and Houseparty. For example, Tinder users could share Snapchat video stories on their profiles.
The new tools represent an evolution of Snapchat's development platform, launched last summer, which allowed partners to integrate their camera and video technologies for the first time. Snapchat is looking to expand its reach among developers and advertisers, thus providing consumers with more activities when they are in it's app and more locations to connect with its content at the same time. ;outside.
Snap Games also debuted at the event. Partners such as Zynga, Spry Fox, PikPok and Tiny Royale are developing new titles for the mobile gaming hub. Snapchat has also developed its own game, "Bitmoji Party".
There will be ads in the games section, and developers will get a reduction in ad revenue.
"I like the idea of advertising as a reward or incentive in the game," Goldman says. "This should make brands a more welcome presence in the experience."
The creators of Lens, who are among Snapchat's most engaged users, have also received new help. The creators, who build augmented reality filters for their fans on Snapchat, will have new profile pages in the app to promote the goals. Until now, goal creators could only display their augmented reality inventions on an Snapchat-powered desktop site, and fans had to go to the site to get a code to unlock goals. to use in the application.
For months, Snapchat has been promising to provide more support to these creators, be they new design tools or brand relationships for the sale of their services. Recently, some creators from Lens have reported seeing an increase in Snapchat's activity on their behalf, even by entering into agreements for them to design augmented reality for brands. Some also said they were paid.
The discovery of lenses has been one of the biggest criticisms of creators.
"We can create a fan base with our goals," says Cyrene Quiamco, a creator known as CyreneQ. "Previously, we had just millions of views on goals and no one can find any of our work. So with the profiles, the subscriptions are fine. "
[ad_2]
Source link