IMS & Snapchat Expand Partnership to Mexico, Argentina and Colombia
What: The Internet Media Services (IMS) and Snapchat representation deal in Brazil is being extended to Mexico, Argentina, and Colombia.
Why it matters: IMS will be responsible for commercializing Snapchat’s platform in these 3 new markets.
The deal between Internet Media Services (IMS) and Snapchat in Brazil was expanded to Mexico, Argentina, and Colombia. The contract establishes that IMS is responsible for trading ads on Snapchat’s platform.
IMS brings to those three new markets different ad formats: snap ad, a vertical full-screen video with audio up to 10 seconds; sponsored lenses, asking users to apply visual and audio branded filters; and sponsored geo filters, which are enabled in certain locations.
During the tests months in Latin America, IMS has managed 80 campaigns in Latin America from 50 advertisers, such as Unilever and Coca-Cola in Brazil, and Samsung in Mexico.
In a press statement, even though IMS did not disclose numbers, the company mentioned that reports are “impressive” and the results were exciting to the team, emphasizing engagement and mentioning that, when users activate filters, they are actively interacting with brands.