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<li class="article_single_date"> July 18, 2024</li>
<li>By <a href="https://www.streamingmedia.com/Authors/9592-Tyler-Nesler.htm">Tyler Nesler</a> Associate Editor </li>
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<h1> Snap’s Walled Garden Opens to VideoAmp for Industry-First Strategic Collaboration</h1>
<div class="article_single_featured_img"><img src="https://dzceab466r34n.cloudfront.net/Images/ArticleImages/165385-VSnap1-ORG.png" alt="Article Featured Image"></div>
<p>Social technology platform <a href="https://snap.com/en-US" target="_blank" rel="noopener" title="Snap">Snap<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a> has opened its walled garden for an industry-first
strategic collaboration with the leading media measurement company <a href="https://videoamp.com/" target="_blank" rel="noopener" title="VideoAmp">VideoAmp.<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a></p>
<p>According to
<a href="https://videoamp.com/press/videoamp-announces-industry-first-strategic-collaboration-with-snap-inc/" target="_blank" rel="noopener" title="VideoAmp Snap collaboration">VideoAmp’s press release<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>,
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.”</p>
<p>Jack Neff writes in
<a href="https://adage.com/article/ad-measurement/snap-opens-walled-garden-videoamp-cross-media-planning/2568701?utm_campaign=aware%3Aupr%3Apgv%3Aall%3Aalways&utm_content=fed%3Aread&utm_medium=soc-own&utm_source=Facebook&fbclid=IwZXh0bgNhZW0CMTEAAR0JvELqaEkAC42z-8Hu93f2tlYrWbz1KUJAiwQV8wgOZJGq4XxkwOA1e4A_aem_8RNCCjXJB7YYqHST-z2XhQ#/Echobox=1720702236-2" target="_blank" rel="noopener" title="AdAge VideoAmp Snap">AdAge<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>,
“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.”</p>
<p>Snap will leverage VideoAmp’s big data and tech engine <a href="https://videoamp.com/valid/" target="_blank" rel="noopener" title="VALID VideoAmp">VALID<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>, 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.</p>
<p>“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.”</p>
<p>“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.”</p>
<p>According to
<a href="https://www.socialmediatoday.com/news/snap-partners-videoamp-improved-campaign-tracking/721156/" target="_blank" rel="noopener" title="Social Media Today">Social Media Today<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>,
Snap is renewing its focus on the North American market. In April 2024,
<a href="https://www.socialmediatoday.com/news/snapchat-increases-in-users-revenue-in-q1/714385/" target="_blank" rel="noopener" title="Andrew Hutchinson Social Media Today Snap Q1 2024">Andrew Hutchinson reported<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>
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.”</p>
<p>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.</p>
<p><a href="https://omnicommediagroup.com/" target="_blank" rel="noopener" title="Omnicom Group">Omnicom Group<i style="margin: 0 0 0 5px;" class="fas fa-external-link-alt"></i></a>, 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.”</p>
<p><em>Image credit: Adtech today</em></p>
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Save your FREE seat for Streaming Media Connect this August. Register Now!
* July 18, 2024
* By Tyler Nesler Associate Editor
* Online Video News
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
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