Tag: Food Network

Food Network Launches “Discover Food Network” Channel on SnapChat

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https://www.youtube.com/watch?v=UbOMqA2AOIk

Popular messaging app Snapchat announced today that it has partnered with top media media brands, including Food Network, in order to launch a new in-app news feature that will allow users to access a collection of the day’s top stories and videos with just one swipe.

The app’s new ‘Discover’ feature includes 12 unique news channels, one for each media partner, plus a dedicated Snapchat channel which will include original content from the app’s creators.

With the move, Snapchat is positioning itself as a media platform — one that reaches an estimated 100-plus million monthly active users. Snapchat Discover will compete with other video platforms and services that encompass video, including YouTube, Facebook and Twitter. Every channel in Snapchat Discover is refreshed after 24 hours, “because what’s news today is history tomorrow,” the company explained.

Food Network is Snapchat’s exclusive launch partner within the food category. The Discover Food Network channel on Snapchat extends the Food Network brand to reach even more young consumers with new and exciting content tailored specifically for that audience. As well as being an engaging new channel for young food fans, Discover Food Network on Snapchat will provide a new opportunity for advertisers to reach engaged young people who love food.

“Food Network has led the dialogue around food for more than two decades, informing and entertaining passionate and engaged fans, and we are excited to bring it to the Snapchat platform,” says Brooke Johnson, President of Food Network & Cooking Channel. “Audiences are more food-conscious than ever before and the Discover Food Network channel on Snapchat will provide users with the great content they love, designed specifically for their mobile devices.”

Users can tap on a channel and swipe left to flip through each channel’s daily edition, containing five to ten stories selected for the service by the Food Network editorial team.

The expectation is that some consumers will discover Food Network content through Snapchat, then seek more through Food Network’s television channels, digital and mobile platforms.

Google Names Programmatic Video Marketplace Partners: HGTV, Food Network and Travel Channel On Board

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Last summer Google introduced Google Partner Select, a service allowing marketers to buy ads in “premium” online video content.

Now some big-name partners are signing on. Google on Tuesday said 30 media companies and 20 brand advertisers had agreed to transact via the exchange, including CBS Interactive, Fox News, Discovery Communications and Scripps Networks.

Google’s pitch to marketers is that with Google Partner Select they can buy inventory from a host of top video sites, using data for targeting purposes. Implicit in that pitch is that these marketers will avoid the low-quality and fraudulent inventory on other exchanges.

Marketers are rapidly embracing buying Web video advertising using more automated, data-driven tactics, according to Neal Mohan, Google’s vice president of video and display advertising,

“What we are seeing is the power of premium with programmatic buying,” Mr. Mohan said. “That’s something that [brands have] been very excited about.”

Of course, Google is also going after the TV advertising marketplace by directly selling Web video ad packages on YouTube via a more traditional TV-like approach (that isn’t entirely automated)–a program called Google Preferred. Mr. Mohan doesn’t see any conflict between those two trends.

“I don’t think they are mutually exclusive,” he said. “We’ve seen incredibly strong demand for Google Preferred, with brands buying in an upfront mode, and incredibly strong demand on the programmatic side. Brands are going to be looking to do both.”

As for the ad space available on the exchange, Google doesn’t offer many specifics but claims the inventory comes from a variety of content types, including everything from Web video news clips to live sports to full episodes of shows. (YouTube is not part of Partner Select.)

“We’ve gone after brand name, household name media partners on an exclusive basis,” Mr. Mohan said. “You have to remember the reason why this is attractive for publishers. They are trying to create incremental, high quality demand. Our publisher partners have not viewed this as a way to sell stuff they couldn’t sell upfront. In some cases, you are seeing this as a way for publishers to create pseudo private exchanges. We are not giving away keys to the kingdom.”

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