With its forthcoming IPO in play, Snap, Inc. has been a hot subject of discussion as the company looks to hit upwards of a $22 billion valuation. And given its audience of over 160 million daily users, views that soar to over 10 billion each day, a product line of physical video-enabled glasses, and its Discover offering, the social video company has become a must for publishers and brands. Days ago Snap announced it would enable major brands and advertising agencies to distribute their own ads on the platform and opened its API to developers for expansion on the offering.
Now, today, thanks to video post-production startup Vidmob and a customized API-integrated product it’s built, any average Joe and mid or small -sized company can publish ads to Snapchat via a new self-service platform for Snap Ads. Vidmob’s tool allows marketers to create, distribute and manage ad campaigns directly into Snapchat.
And, according to the startups founder Alex Collmer, the integration is not only game-changing for advertisers, but marks a larger industry shift.
In a blog post distributed this morning, Collmer said: “…Google Adwords and Facebook advertising have been so successful [because] any business could easily create a text ad in seconds. [Marketers] simply choose targeting parameters, set daily spend, and then type in ad.” That has changed with the recent surge in the effectiveness of video advertising which, unlike static text ads, requires much more sophisticated ad creation.
And because Snapchat is a vertical-viewing environment, advertisers are forced to create custom ad creative specifically for the social video platform. “This has effectively put a cap on the number of video advertisers, and as a result, the number of advertisers using video on Facebook and Google is still a small fraction of their overall advertising base,” Collmer added.
Vidmobs self-service platform solves for this hurdle and allows over 60 million* companies to reach Snapchat’s younger 13–34 demographic at a time when TV advertising is on a mega decline.
“With the under 34 year-old audience spending less and less time on TV, digital platforms like Facebook and Snapchat are rapidly increasing in importance for anyone who wants to reach this demographic,” said Alex Collmer, founder and CEO of VidMob. “Snap Ads can be incredibly powerful for companies of any size, and we’re happy to play a part in making it easier for businesses to take advantage of this tremendous opportunity.”
Vidmob launched as a post-production peer-to-peer platform where wanna-be and experienced video creators could collaborate on and commission various production services, a la Fiverr for video.
*number estimated and provided by VidMob.