3 MINUTE READ | January 31, 2017
PMG Named Snapchat Partner
In a move that significantly improves our ability to reach people in the moments that matter most, PMG is very excited to announce that it has been named a Snapchat Partner. When we talk about making video matter, there are few options better than Snap Ads. With over 10b daily video views, 80% of which are served to people under the age of 34 who will emerge as the most important economic segment over the next ten years, Snapchat offers something unique: the chance to build real customer relationships.
he platform is changing so quickly, there are a lot of uncertainties about how to use it best and at a meaningful scale. Should the content feel only native and totally separate from financial goals? Should it try to address needs or desires in the moment and call upon users to take specific action? Or could it end up somewhere between the two? Given the access PMG has to the next phase of media through Snapchat, I think we’ll see the platform really come into its own as a moment-based, highly personal experience that can fit into a media plan with expectations of both branding and performance benefits. And audience targeting is the key.
When assessing whether to build potential partnerships into our Audience Management Platform’s development roadmap, one of the most important things I look for is how well they’re able to organically blend a brand’s customer data with their own user data. In many cases, a simple email matching process is all that marketers have available. But with Snapchat, we’ll be able to activate messaging based on both what we know about people through their interactions with our clients and what we know about them from their general behavior – through targeting such as Snap Lifestyle Categories. This is why we are willing to move mountains to work with the people at Snapchat. What they’re doing represents the future of digital media and we want our clients to be at the forefront of addressable, personalized content delivery.
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Over the next several weeks, we will be building the technical infrastructure that will enable PMG clients to reach their customers on Snapchat. While typical CRM efforts in media are met with hefty third-party matching costs and sluggish turnaround times, we will enjoy the benefits of updating user segments in near-real time to adjust messaging and investment on the fly. Looking further toward the horizon, we hope to build Snapchat into a leading media partner with our brands, where user interaction triggers appropriate creative strategy across other channels.
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