Snapchat’s IPO and brand investment

Endaba Group

Snap, Snapchat’s parent company, saw its stock open at $24 a share in its public market debut last Thursday valuing the company at c.$33bn. NBC Universal are looking to join in its success and continue to work closely now as an investor, investing $500m in Snap’s IPO. In August they made a deal to bring shows like Saturday Night Live and The Voice to the platform.  Snapchat has also made deals with fellow media brands A+E Networks and BBC to bring content to the platform. Consumers today are using Snapchat to watch live stream videos – it’s now the 3rd most popular channel for live video. Whilst TV remains the biggest component of an average US adult’s media day (according to eMarketer), more teens and young adults are choosing digital and mobile over TV. It’s becoming increasingly imperative for brands to reach the audience where they are on digital, not linear TV