MCN Mediabrands,IPG/MCN’s media and marketing solutions division, announced a collaboration with Snap Inc. to launch a mobile video measurement initiative. Mediabrands and Snap aim to provide clients with rich insights on how Saudi Arabian communities consume and interact with mobile video.
Why the joint collaboration?
Together, the companies will combine the expertise of their marketing science experts to provide original research and analysis on the scale of mobile video usage. A study will be conducted to examine how Saudi Arabian brands use mobile video to engage audiences. Increasingly, communities in Saudi Arabia rely on mobile video as a primary source of information and entertainment. As a result of the initiative, video advertising across platforms will also be evaluated for effectiveness and impact on growth.
Snap and Mediabrands put the learnings into practice by helping brands identify opportunities to enhance performance. Based on their insights, they will create more engaging and effective campaign assets that thrive in a mobile-first environment.
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That’s What They Said
Shadi Kandil, CEO of MCN Mediabrands expressed pride in the longstanding relationship with Snap in MENA. He commented,
“Our collaboration has always focused on building critical knowledge in the areas of mobile video and communication to the benefit of our clients. We see this collaboration as a strategic step in this direction, and one that will help our clients win in their respective industries”.
Amer Chehab, Head of Agency Development MENA at Snap Inc., commented
“There’s a rich legacy of storytelling in Saudi Arabia and we already see that visual, camera-led, vertical communication on mobile really resonates with local audiences.”
Furthermore, Chehab explained that advertisers – whether they are multinationals or Saudi-owned brands – enjoy access to tools that help them gauge, rank, and optimize their campaigns. Nonetheless, they are often asked to provide detailed insights. He also added –
“We are often asked for deeper insights, seeking to understand the complexity and depth of mobile video, which is what we are going to provide through this exciting collaboration with Mediabrands.”
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