Snapchat signs customised content deal for India

Snap Inc., the makers of popular camera app Snapchat, has launched Discover for the Indian market – a partnership with several of the country’s media houses and online content companies.

The partnership will give Indian users of Snapchat access to customised content from publishers like Vice, HuffPost India and The Viral Fever, to name but a few. Discover will also support Snapchat’s ad formats. Other markets where Snap Inc. has such content agreements include the UK, France, Germany, Norway and the Middle East

The announcement:

Snap Inc., makers of Snapchat, the popular social camera app, today announced the launch of a newly localised Discover, tailor-made for the growing community of Indian Snapchatters, through partnerships with nearly a dozen media brands, all premiering within the app over the next several weeks. This is the first time Snapchat has offered local publisher content in India, and follows recent announcements of other expanded Discover offerings within the last month in the UK, France, Germany, Norway and the Middle East.

Onboarding some of India’s leading media houses, content curators and entertainment studios, the Indian Snapchat Discover partners include news, current event, and cultural affairs commentary from Brut. India, HuffPost India, The Logical Indian, The Quint, and Vice India, featuring signature editions from each; social video and entertainment from Pocket Aces (FilterCopy and Gobble), TVF (The Timeliners, Girliyapa, and The Viral Fever), and Q You (The Q India);music and cultural content from Saavn’s OnRecord; and Bollywood and beauty highlights from MissMalini Entertainment, featuring MissMalini and Beauty BFF.

Snap’s Discover partners will create made-for-mobile Publisher Stories and TV-like Shows for Snapchat, across multiple genres. All content will be produced in an immersive vertical, full-screen format pioneered by Snapchat, which has since become the de facto standard for storytelling on mobile, inspired by the expressive way Snapchatters use photos and videos to talk with their closest friends. The time spent watching Shows on Snapchat globally has more than tripled since the beginning of the year and in Q3 of this year 21 unique Shows in Discover reached a monthly active audience of over 10 million viewers.

Each media partner will independently create their own editions. Discover first launched on Snapchat in January 2015 with 18 brand partners and now includes over 100 globally.

Advertisers can also take advantage of several ad formats alongside this new premium content, including tiled Story Ads, which are displayed in the Discover feed; Snap Ads, which are full-screen ads that run within Publisher Stories; and Commercials, which are six-second non-skippable video ads that run in Shows. They are available through Tyroo, Snap’s local sales partner, and also Snap’s self-serve Ads Manager, both of which offer several ROI benefits including advanced targeting, robust measurement, and price efficiency.

“We are delighted to now offer a more customised Discover experience for the millions of daily Snapchatters in India, welcoming many of the media brands they already know and love,” said Rami Saad, Head of International Content Partnerships, Snap Inc. “We are passionate about providing Snapchatters with the best content experience on mobile, featuring a diverse mix of credible, local voices alongside some of the best content creators from around the world. By engaging with our growing and creative community in India, most of whom are aged 18-24, these amazing local partners will be able to inform and entertain this hard-to-reach audience in powerful ways that are native to our platform.”

“Snapchat Discover presents an exciting opportunity to showcase our journalism. Brut produces edgy, compelling stories in creative formats for an audience that has long stopped consuming the news on traditional platforms. Snapchat Discover allows us to tell stories that matter to our viewers while keeping a playful tone,” said Sruthi Gottipati, Editor-in-Chief, Brut. India.

“We are delighted to partner with Snapchat in bringing HuffPost to new audiences around the world. Our India edition is a strategic priority and we have grown our reputation through ground-breaking coverage of data privacy stories like the failings of the Aadhar system and the #MeToo movement in Bollywood. We continue to invest in world-class journalism in India and Snapchat’s announcement gives us the opportunity to reach an exciting new audience and elevate our content using a different mode of storytelling,” said Aman Sethi, Editor-in-Chief, HuffPost India.

“Launching on Snapchat is a natural addition to the all-inclusive youth-focused ecosystem we’ve been building since Vice India’s full-scale launch earlier this year. Snapchat offers a valuable millennial-first platform for some of our best work – examining and celebrating the diverse realities of what it means to be young in today’s world. Vice has some of the most engaged Discover channels in other global markets and we believe we will have a similar impact here,” said Samira Kanwar, Head of Content, Vice India.

Source: Snap Inc. press release



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