Condé Nast strikes Snapchat deal in search of millennials
Condé Nast has struck a deal to post video on Snapchat from events such as Friday’s Teen Vogue Young Hollywood party and the Vanity Fair Oscar Party.
Anyone who opens Snapchat around the time of one of Condé Nast’s events will be offered video in the platform’s Live Stories format, which curates footage from various users at a given location. Snapchat says it has 100m unique daily active users and that 20m people view a Live Story each day. Conde Nast’s Live Stories will be available for 24 hours each.
“Everybody’s after the millennial audience,” said Fred Santarpia, exec VP-chief digital officer at Condé Nast, whose brands, in addition to Teen Vogue and Vanity Fair, include Glamour, The New Yorker, Wired, GQ and Vogue. “Snapchat’s got a great base of millennials. The opportunity to reach a millennial audience at scale is rare.”
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