An Ignoble Experiment: Snap Inc. seeks significant ad investment in run-up to IPO

Snap Inc. seeks significant ad investment in run-up to IPO | Livestream allows concurrent live video across platforms | Bella Hadid stars in social beauty videos for Dior

Created for ignoble.experiment@arconati.us | Web Version

January 25, 2017

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The Big Story

Snap Inc. seeks significant ad investment in run-up to IPO

Snap Inc. is in talks with agencies including WPP, Publicis Groupe and Omnicom to secure between $100 million and $200 million in ad commitments from each of the agencies ahead of the company's impending public offering. The figures account for approximately double to triple what the agencies spent last year.

The Wall Street Journal (tiered subscription model) (1/25)

The State of Social Advertising
Learn about the trends and best practices in social advertising that you should incorporate this year with tips from 4C clients and account managers in the latest State of Social Advertising Report from 4C. Download the report

Connecting & Collaborating

Livestream allows concurrent live video across platforms

The company Livestream has enabled broadcasters to run live video simultaneously across platforms such as Periscope, YouTube and Twitch. CEO Jesse Hertzberg said the feature would help advertisers "push everywhere to get as many eyeballs as possible" for events such as product launches.

TechCrunch (1/24)

2017 Mobile Marketing Planning Guide
What mobile trends are brands betting on for 2017? Based on a recent survey of marketers, discover where brands are focusing their 2017 mobile marketing strategy, and where you should be investing your valuable dollars to stay in front of your customers and ahead of your competition. Download Now

Marketer Moments

Bella Hadid stars in social beauty videos for Dior

Hadid (Dominique Charriau/Getty Images)

Christian Dior is reaching out to consumers with a digital effort featuring model and social influencer Bella Hadid which includes beauty-themed social videos that were viewed about 65,000 times in two days. The push reflects the brand's efforts to communicate with millennial and Generation Z shoppers.

Luxury Daily (1/24)

Timepiece brand MVMT's social rise to success

Four-year-old watch brand MVMT has grown into a $60 million business by relying on a social advertising strategy via Facebook, Snapchat and Instagram for growth. MVMT was one of the brands selected to test Instagram's "Shopping Alpha" ads and trialed Snapchat's On-Demand Geofilters to give consumers in New York City's Times Square a 15% discount code.

Glossy (1/23)

Platform News

Snapchat lets advertisers use Nielsen to plan campaigns

Snapchat has announced that advertisers can now use Nielsen's digital ratings to buy and plan advertising campaigns. "Enlisting an accredited third party is key to reporting measurements in an analogous manner across screens, especially as Snap pushes further into video," OMD's Douglas Rozen said.

Advertising Age (1/24), Adweek (1/24)

Measurement Matters

Report: Social sites won 2016's search visibility battle

Pinterest's deep-learning technology that studies user behavior to deliver relevant results resulted in it being one of the top winners of search visibility last year, alongside Amazon, Facebook, Twitter and Instagram, per Searchmetrics. Publisher sites saw the biggest decrease in search visibility, which Searchmetrics attributes to content that was too general and not relevant to consumers.

The Drum (Glasgow, Scotland) (1/24)

Social Shareable

Millions watch toddler's rendition of "Jolene"

A video showing 2-year-old Sophia from Lansing, Mich., singing Dolly Parton's "Jolene" has been viewed by more than 3.5 million people on Facebook.

WTIC-TV (Hartford, Conn.) (1/24)

Editor's Note

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SmartBrief publishes original blog posts, videos and interviews with digital-marketing thought leaders on its blog network, SmartBrief Originals. Submitting guest posts is a great way to share your perspective with SmartBrief's marketing and advertising audiences. If you're interested in seeing your work in this newsletter, email blog editor Ambreen Ali with your story idea.

Everyone told us it was impossible to build a business through social media, but we saw it as an opportunity to create a unique brand experience.

MVMT's Blake Pinsker, as quoted by Glossy

Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.