Technology & IT | Monday 22 April, 2019 10:00 am |

Today Snapchat is announcing an exciting line-up of advertising partners for the debut of its new advertising product, Commercials, which are Snapchat’s six-second unskippable ads that run across Snapchat Shows in UAE and KSA. 

 

Nestlé, (Zenith), BMW (Zenith), Mini Cooper (Zenith), Samsung (Starcom), Louvre (Spark Foundry) and Almarai (Spark Foundry), are the first advertisers to take advantage of the new ad format which will be available exclusively in Snapchat Shows in UAE and KSA.

 

In November 2018, Snap introduced Shows in MENA with the aim of bringing this unique format to Snapchatters in the region. Shows are TV-like content, produced exclusively for mobile by leading TV networks, entertainment studios and publishers. Snap partnered with some of the Middle East’s most loved media brands including MBC Group, Dubai Media Inc, Rotana Group, Abu Dhabi Media, Kooora, ITP and OLN tv.

 

Shows are typically 3-5 minutes in length, full screen and immersive. They are hyper-visual, featuring motion graphics, split screens, quick cuts and more, inspired by the expressive communication Snapchatters use to talk to their closest friends.

 

CLIENT & AGENCY QUOTES

 

“Given the BMW core focus on digitalization and marketing innovation, partnering with Snap on the Commercials platform is the perfect alliance. As a luxury brand with strong local presence, BMW is always looking to align itself with premium regional content, and with innovative solutions such as Commercials, coupled with Snap’s undeniable reach in the local market, we are confident we’ll see strong brand uplift and recall.”

• Fahad Mughal, Digital Manager,  BMW Middle East

 

“Inventive spirit is at the core of the MINI brand DNA and shapes how we communicate with our customers. Partnerships like the one we have with Snapchat allow us to stay true to our brand DNA through inventive ad formats. Commercials helps us connect with our digital-savvy customer through authentic stories that speak to their interest and values, at moments when they are most engaged, making it a valuable addition to our digital media strategy.”

• Mariam Al Rousan, Marketing Manager, MINI Middle East

 

“With digital marketing growing rapidly, we, as an agency, make sure to be agile, ready to test, assess and have a strong POV on new capabilities. Therefore, along with BMW and MINI, we wanted to be the first to test the new ad capability of Snapchat here in the GCC. We believe this product is a great addition to Snapchat’s offering, which gives us an opportunity to widen the reach and audience engagement through snappy, short and direct messaging placed within Shows rather than just friends’ content.”

• Nassima El-Mounfalouti, Account Director, & Rita Kteiche, Senior Media Manager, Zenith Middle East – Publicis Media

 

“Snapchat is one of our go-to mediums to generate engagement. The new Commercials product, however, diversifies our approach - it’s premium content gives us an opportunity to tackle one our business goals and drive awareness and consideration of the museum offering to a local audience.”

-          Emma Cantwell, Acting Director of Marketing and Communications, Louvre Abu Dhabi

 

“When it comes to helping us innovate for Louvre Abu Dhabi, Snapchat is often our main partner in helping to drive that forward. The introduction of Commercials adds a new aspect to our planning that helps us reach the Museum’s target audience and takes full advantage of the impact of full screen vertical video.”  

-          Joud Boksmati, Senior Media Manager, Spark Foundry Middle East – Publicis Media

 

“KitKat and NESCAFÉ are two brands that speak to consumers who value connections with cutting edge of marketing and advertising. Snap as a company and partner delivers on these two very important parts of our business. Commercials is helping us reach out to our target audience in key moments of premium content consumption. This new thoughtful format will align our Nestle products with these key moments and keep us top of mind as their favorite snacks and beverages.”  

• Wassim Barbara, Media Manager, Nestle Middle East

 

"The launch of Commercials on Snapchat answers the growing desire amongst brands to reach a mobile audience with compelling branded video content. Being the launch partner of this new format with our forward-thinking clients gave us a first view of its impact. We saw incredible results for BMW, MINI , Louvre, Al Marai, Nestlé, and Samsung locally achieving really efficient CPM’s, CPCV’s and view-through rates. Given the early successes we’ve seen, this is a product we will continue to lean in to through the rest of the year."

-          Brayden Ainzuain, Head of Digital and Innovation, Publicis Media Middle East