IMS and Snapchat Inc. establish alliance for the sale of advertising formats in Snapchat’s platform for Latin America’s main markets

IMS will handle the commercial operations for Snapchat’s products in Brazil, Mexico, Colombia and Argentina.

Mexico City, February 15, 2017 – IMS Internet Media Services (IMS), a joint venture with Sony Pictures Television Networks, is a leading digital communications and marketing enterprise, and will be in charge of the sales of Snapchat’s innovative and creative advertising formats in Brazil, Mexico, Argentina and Colombia.
The Snapchat app is a Snap Inc product. Snap Inc focuses on developing products to empower people to express themselves, share experiences, learn about the world, and have fun together. Snapchat has over 150 million daily users, who access 10 million videos each day through the platform.

In Brazil, Mexico, Argentina and Colombia, three exclusive and engaging advertising formats will be offered:

  • Snap Ads: a vertical, full-screen 10-second video advertising format in snaps. Brands can offer snapchatters the options to access more in-depth content, watch a video ad for an application they can install or access a mobile website. An Oracle Data Cloud research measuring 12 ad campaigns discovered that 92% of the online campaigns resulted in better performance of offline sales.
  • Geofiltros patrocinados: pieces of art (illustrations) snapchatters can use when creating a snap in a specific location. Geofilters can illustrate a national advertising campaign or event and allow brands to appear in some of the billions of snaps exchanged between friends every day.
  • Lente/ filtros patrocinados: offer snapchatters the chance to add effects and sounds in real-time to their selfies, allowing brands to reach their audiences directly through snaps created aligned with their communication strategies for the Snapchat platform in an interactive, fun and personal way. It’s a new way of advertising. It’s an impression, but it’s also something “playful” that snapchatters spend time at, having fun with a new lens effect or filter.

Snapchat is also engaging to adults in Latin America. In Mexico, around 57% of its users are 18-24 years old and 25% are 25-34 years old. According to “comScore-IMS Mobile Study 2016”, 43% of users in that country say  Snapchat is among the most relevant apps they use daily. 

IMS was responsible for more than 80 ad campaigns from more than 50 companies in different markets. Some examples of companies in Mexico are Coca-Cola, Samsung and Lala, among many others. In Brazil, brands such as Coca-Cola, OLX, Hipermarcas, Unilever, among others have also used the platform. In Argentina, companies such as Mondelēz International and IRSA Propiedades Comerciales have advertised for brands such as Dot, Alto Palermo, Abasto and Alto Avellaneda, among other well-known brands.

Snapchat offers measuring tools associated to Innovid, Sizmek and Google DoubleClick for regional campaigns as well as solid metrics after each campaign.

“We are very satisfied with the campaign results. The data from the reports is very detailed and it is the first time I find an advertising format with which the user is willing to be the ‘champion of the brand’, and share it with friends. The time spent is also high and, above all, earned media generation is broader when compared to other ad formats. The cost for interaction is significantly lower and will help us become a leading and successful platform”, commented Gastón Taratuta, CEO and Founder of IMS.

Snapchat chose IMS based on the company’s experience with market development and marketing strategies, as well as its knowledge of the Latin American culture; to expand the platform’s business opportunities in Mexico and region and to educate the industry and its brands about how to connect, through advertising, with Spanish-and-Portuguese-speaking consumers.