News.com.au partners with Snapchat to target youth

Sarah Homewood
By Sarah Homewood | 24 February 2015

News.com.au will be the first media partner for Snapchat Discover in Australia, with the publisher to place five to 10 stories on the social platform a day.

From today (24 February) consumers will be able to access a selection of news.com.au content on Snapchat, with general manager of the site, Julian Delany saying it’s "delighted" to be the first major Australian brand to work with the social networking app.

Delany said: “We’re delighted to partner with Snapchat and allow consumers a new way to access what news.com.au does best, tell and share stories. Snapchat is a very visual platform so news.com.au’s Discover content will be presented in this way in the brand and style of content that our consumers see every day.

“Snapchat’s popularity among young mobile consumers provides an opportunity to showcase news.com.au content to an additional group beyond our existing audience.”

Reaching an estimated 100 million-plus monthly active users on mobile, Snapchat is one of the most popular social apps among 18-34 year olds.

Snapchat launched its Discover feature in January, after first floating the idea of serving ads on the platfrom late last year. Some of the other Discover media partners include CNN, MTV, Daily Mail and Vice. 

For more on how messenger apps such as Snapchat are fragmenting the social media landscape, pick up the 20 February issue of AdNews. You can subscribe here or get the digital issue right now on iPad.

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