Snap Forms Partnership With Cameo, Intros New Ad Format, Expanded Programming – MediaPost

by Colin Kirkland , 10 hours ago Celebrity endorsements may now become much more attainable on Snapchat.In its NewFronts presentation on Tuesday, Snap announced that it will form a partnership this week with celebrity video creation platform Cameo. The Snap x Cameo Advertiser Program will allow Snap advertisers to pay Cameo members to create short video ads on Snapchat.With Cameo’s 45,000 global personalities — which include actors, professional and college athletes, musicians, reality stars, influencers, and more — marketers will have expanded access to a new and influential pool of Snapchat creators.In a beta launch with Mattress Firm’s new campaign “Junk Sleep,” Snap reports that by leveraging 10 Cameo talent members, the campaign drove an 8-point lift in ad awareness, which is 2 times the usual rate for the category. The Snap Ads portion of the campaign also had a video view rate that was  3 times the retail category average.advertisementadvertisementBoth companies have continued to grow in popularity. Last year, Cameo generated $125 million in revenue and Snapchat now has 332 million daily active users, surpassing other major social platforms like Twitter, Reddit, and Pinterest.Snap also announced that it will be launching a new “Snap Promote” ad format, which will…
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