Social media firm Snap has announced a partnership with media measurement and optimisation company VideoAmp, which will provide agencies with new reach planning and measurement tools. The new alliance will allow agencies to scenario plan with Snapchat in mind, and also help understand how campaigns drive key metrics.
VideoAmp is the first planning tool Snap is integrating into all of its available inventory, inclusive of video and AR. With 300 million Snapchatters engaging with AR every day, the firm said it is important that it is able to help our partners plan against new formats.
Alexander Dao, global head of agency development & sales partnerships, Snap Inc, said the partnership “will help us better support our partners as they look to understand the composition of Snapchat’s audience during the planning process. We hope to integrate measurement tools for all our advertisers to leverage in the coming months.”
Pete Bradbury, chief commercial and growth officer, VideoAmp (pictured), added: “This should be seen as a game-changing moment for the industry and cross-platform planning. 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 better business outcomes.”
Megan Pagliuca, chief activation officer, Omnicom Media Group, said: “How consumers engage with TV and video content is more fluid and diverse than ever as they traverse a rich media ecosystem. 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.”
Snapchat currently reaches over 800 million people worldwide every month.
