Snap opened its NewFronts this week with the announcement of a new advertiser program and content initiatives – including a new partnership with celebrity video platform Cameo, a new advertising product called Snap Promote, and original programming.
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The ‘Snap x Cameo Advertiser Program’ will enable Snap advertisers to pay Cameo members to create short video ads for their Snap marketing campaigns. There are more than 45,000 personalities on Cameo, including actors, influencers, musicians, athletes, and more. With this partnership, advertisers will be able to directly reach Cameo’s celebrities to pitch their ads. As a result of this partnership, top creators could also potentially make money from the new advertiser program through Snapchat, following the launch of its Creator Marketplace last year.
Snap reported during its beta phase, bedding retailer Mattress Firm partnered with a range of Cameo talent for the new campaign “Junk Sleep”. The campaign drove an 8-point lift in ad awareness, which is 2 times the usual rate for the category. The Snap Ads portion of the campaign also had a video view rate that was 3 times the retail category average.
Furthermore, Snap will launch a new advertising program called Snap Promote, which will allow companies to sponsor shows and place advertisements directly within Discover’s news feed. Snap’s new ad product, which is available in the Ad Manager, was recently tested by the NFL, which resulted in 7 times more Snapchat users subscribing to NFL Stories than the average.
On Snap’s Stories page, advertising partners will have the chance to promote their Discover shows, as well as streamable shows known as Snap Originals. Snap reports that its Discover platform saw 25 percent growth year-on-year in Q1 2022 and that 80% of U.S. Gen-Z watched at least one Snap Original in 2021. Snap also announced a slew of new original programming content. There will be a new season of ‘Charli vs Dixie’, starring TikTok stars Charli and Dixie D’Amelio, and a new series with Olympic legend Simone Biles.
Snapchat extended its content agreements with the NFL, NBA, and WNBA following 205 million people watching sports content on the platform in 2021. NBA, NFL, and Snap will collaborate for the first time on Spotlight Challenges, Snapchat’s in-app TikTok competitor.
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Why we care
Snap has 332 million daily active users, outranking Twitter, Reddit, and Pinterest, and last year, Cameo generated $125 million in revenue. It’s safe to say that the new partnership has the potential to be a success for Snap and its ad partners.
However, since the agreement was announced, Cameo has laid off over 25% of its employees as a result of the slowdown in business. Snapchat’s original programming continues to impress viewers. Younger audiences have enjoyed Discover content’s short, episodic format, which caters to their viewing and media consumption habits.