VideoAmp Partners with Snap

Media measurement company VideoAmp has announced a deal with Snapchat parent Snap Inc., integrating the latter's first-party data, video and augmented reality (AR) inventory into VideoAmp's cross-platform planning solution.

Snap Inc. has three core products, visual messaging app Snapchat, AR platform Lens Studio and its AR glasses, Spectacles. VideoAmp, one of a handful of main challengers to Nielsen for US ad currency, taps big data to help clients access advanced audiences and receive real-time insights to plan, optimize and measure media investments across platforms.

With the new deal, Snap will also use VideoAmp's big data and tech engine VALID to run independent, supplemental measurement and planning alongside its core advertising, while the measurement firm's video planning features will also allow advertisers to explore the effectiveness of new AR formats.

VideoAmp Chief Commercial and Growth Officer Pete Bradbury (pictured) describes the deal as 'a game-changing moment for the industry and cross-platform planning', explaining: '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'. Alexander Dao, Global Head of Agency Development & Sales Partnerships at Snap, says VideoAmp's planner 'is already familiar to many agencies' and provides 'an opportunity to provide advertisers with more choices to plan and measure across our video and first-to-market AR formats'.

VideoAmp is headquartered in Los Angeles and New York with offices across the USA, and is online at www.videoamp.com , while Snap is at www.snap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.