Commentary

Snap Inc. Extends Sales Partnership With Baidu

In order to keep growing in greater China, Japan and South Korea, Snap Inc. just expanded its sales partnership with Chinese search giant Baidu.

First announced in May 2017, the agreement authorizes Baidu to serve as Snap’s representative to advertisers throughout East Asia.

Advertisers purchasing media through Baidu now have access to all of Snapchat’s ad formats, including Snap Ads, Story Ads, augmented reality Lenses and Filters.

Like many of its rivals, most of Snap’s community can now be found outside of the Unite States. Out its roughly 190 million daily active users, 80 million reside in North America.

Baidu see Snapchat as the perfect platform for Chinese advertisers.

“Our partnership with Snap Inc. provides Chinese companies new avenues to expand their businesses,” said Sheng Hu, Head of U.S. strategy and partnership at Baidu’s Global Business Unit.

For example, Snap appealed to AjMall, a Beijing based ecommerce firm focused on Middle Eastern customers, considering Snapchat’s approximately 21 million addressable users in the Middle East.

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Also, Baidu’s regional presence, local language support and account management resources make it easier for Chinese companies to advertise on Snapchat.

On average, each daily active user opens Snapchat over 20 times each day and spends an average of 30+ minutes on Snapchat per day. In the U.S., U.K., France, Canada and Australia, Snapchat reaches more 13-24 year-olds than either Facebook or Instagram.

Earlier this year, eMarketer lowered its user growth estimates for Snapchat. From a high of 79.7 million in 2018, eMarketer projected Snapchat's U.S. monthly users would decline 2.8% to 77.5 million in 2019.
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