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MCN Mediabrands, the media and marketing solutions division of IPG/MCN, has announced a joint collaboration with Snap Inc. to launch a measurement initiative with the objective of offering their respective clients rich insights on how communities in Saudi Arabia consume and engage with mobile video.
The joint collaboration will see the companies combine the efforts of their marketing science experts to create original research around the scale of mobile video usage – and how brands are currently leveraging mobile video to engage audiences in Saudi Arabia. The initiative will also help measure advertising effectiveness and impact on business growth when assessing video advertising across platforms.
Mediabrands and Snap will put the learnings to test by helping brands identify opportunities to enhance performance and using the insights to produce more effective and engaging campaign assets that thrives in a mobile-first environment.
Commenting on this collaboration, Shadi Kandil, CEO of MCN Mediabrands said: “We are proud of our longstanding relationship with Snap in MENA. Our collaboration has always focused on building critical knowledge in the areas of mobile video and communication to the benefit of our clients. We see this collaboration as a strategic step in this direction, and one that will help our clients win in their respective industries”.
Amer Chehab, Head of Agency Development MENA at Snap Inc., commented: “There’s a rich legacy of storytelling in Saudi Arabia and we already see that visual, camera-led, vertical communication on mobile really resonates with local audiences. We know that advertisers – whether a pan-regional multinational or a homegrown Saudi brand – enjoy access to tools to help them measure, rank, and optimise campaign relevance. However, we are often asked for deeper insights, seeking to understand the complexity and depth of mobile video, which is what we are going to provide through this exciting collaboration with Mediabrands.”
