Snap Partners with Cameo to Release Original Series and New Ad Format

Joaquin Victor Tacla, Tech Times 03 May 2022, 10:05 pm

Snapchat's parent company Snap Inc has announced on their NewFronts presentation that they have partnered with video messaging app Cameo to release more snap original series and a new ad format to boost the viewership of content partners.

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SAN ANSELMO, CALIFORNIA - FEBRUARY 03: In this photo illustration, the Snapchat logo is displayed on a computer screen on February 03, 2022 in San Anselmo, California.

The Snap-Cameo advertisement partnership, which is built by Cameo for Business, enables video advertisers on Snapchat the chance to collaborate with more than 45,000 personalities on Cameo, such as their actors, influencers, athletes, musicians, and reality stars.

Through this collaboration, users will be able to create custom short-form video ads.

It also has the potential to offer top creators to generate money by connecting with new advertiser partnerships through Snapchat, after it released its Creator Marketplace last year.

Snap's Vice President of Sales told AdWeek that when Cameo released the Cameo for Business, it became a good opportunity for them to test and learn together.

"The creative that comes out of our partnership looks like Snaps-that's the win here, it stops the scroll. Celebs and talent talk to our audience in a way that looks like Snaps," he added.

He believes that introducing this to the market is going to be "fun" since it includes a "huge tranche of talent" on a global scale.

The collaboration happens to be the very first partnership for both social platforms. Other beta partners also include Mattress Firm, Molson Coors(for Vizzy Hard Seltzer and Topo Chico Hard Seltzer), and Kraft (for Philadelphia Cream Cheese and Velveeta.)

A new announcement was also made after the NewFronts, where Snap introduced its advertising product called Snap Promote. This will help content partners on Discover to increase their organic reach with Snapchat's For You feed found on the Stories page.

The product was already added in Snap's Ads Manager and was also tested with the NFL, which led to 7x more Snapchat users subscribing to the NFL profile on stories.

The Snap Originals

Snap also noted that over 80% of the U.S. Gen Z population consumed at least one Snap Original last year. Hence, Snap is even more compelled to release a slate of new original programs.

Here are the following shows set for release:

ARING SIMONE BILES - The story is focused on Simone Biles, winner of 32 Olympic and World Championship medals, who takes risks in venturing into new things that she has never done before, such as beekeeping to DJ-ing.
LA'RON IN A MILLION - La'Ron Hines is one of the fastest-growing accounts on Snap, and he is also an NAACP Image Award winner. Hines rose to popularity with his "Are You Smarter Than a Preschooler" videos, and for his new series, he is tasked to balance his life back at home and his dreams of stardom.
RECLAIM(ED) - This will be Snap's first Canadian Original that features Indigenous culture with hosts Marika Sila and Kairyn Potts, where they talk about social issues and cultural traditions from the perspective of a Gen Z person. This docu-series is led by Indigenous-owned company Eagle Vision and will highlight Indigenous talents as well.
RUN FOR OFFICE (docuseries) - This will be a documentary series that highlights the journey of eight Gen Z and millennial candidates from across America as they run for office in the primary and general elections of 2022. This was produced in collaboration with Snap's Policy Team and inspired by Snap's Run for Office.

Furthermore, Snap also announced that it would extend its content deals with the NFL, NBA, and WNBA because 205 million users consumed sports content on Snapchat last year.

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Written by Joaquin Victor Tacla