A+E Networks To Develop Original Content Series For Snapchat

What Happened
A+E Networks announced on Friday that it will be developing an original dating series for Snapchat, as the ephemeral messaging app continues its transformation into a mobile video content destination. The series, titled Second Chance, marks the app’s first network-produced show not based on an existing TV franchise. Snapchat has ordered eight episodes, which will be available for its users in the United States, United Kingdom, Canada, and Australia in April. The show is the first of a larger multi-show development deal between A+E, its in-house branded content agency 45th & Dean, and Snap Inc.

What Brands Need To Do
As Snapchat’s ad business start to catch up to its popularity, the company now has more resources to spend on content so as to not only compete for more ad dollars with not just from leading sellers of digital ads like Facebook and Google, but from TV advertisers as well. And with this original series and more to come, it is surely betting big on video content. Therefore, it is time for brands to reconsider their media mix and consider adjust the ad budget to include emerging global channels like Snapchat so as to reach a global audience at scale.

Written by

Manager of Strategy & Content, IPG Media Lab

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