Snapchat finally submits to the NewFronts | Advertising

Snapchat is taking the NewFronts plunge, participating in its first digital video showcase to impress advertisers and persuade them to hand over money to support its video endeavors.

On Wednesday, the Interactive Advertising Bureau announced the lineup for this fall’s new West Coast version of its annual Digital Content NewFronts, where video publishers pitch ad buyers on their shows. While Snapchat has avoided the East Coast’s annual digital upfront circuit for years, this one, in Los Angeles, will be in its backyard. More than proximity may have finally lured Snapchat in, however: The company’s ad model depends entirely on video, and it could really use the extra promotion time with brands.

Snapchat declined to comment on what it plans to showcase, but the company has about 30 shows so far in a section called Discover, where digital publishers, sports leagues and TV studios create shows for its young audience. Snapchat’s lineup spans reality, sports, style, comedy, music, dating and even crime shows. One popular show is “Phone Swap,” a dating show where people swap phones to learn more about each other. That show averages 8 million viewers each time it runs, according to Snapchat.

Continue reading at AdAge.com