As I reported a few weeks ago, Snapchat is beginning to refocus its sales efforts on larger brand partnerships, instead of the all-programmatic self-serve portal they’ve been using for the past few years. To accomplish this they’re taking a page of out the Duopoly’s high-end video network playbook.
Ahead of this year’s Newfronts, Snapchat is introducing “Snap Select”, a pool of premium video inventory which can be reserved upfront at a guaranteed CPM, and then transacted programmatically throughout the year. This packaging is designed to appeal to large-scale video buyers of national brands who want to include OLV, but need to insure a quality environment and be able to lock in quantities and set rates in advance.
We’ll have to wait a few days to get details on Snap Select. How will they decide which content gets into this pool? And, of course, how much of a premium will they be asking for? More to come . . .