Observed Signal · Sep 10, 2020 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Snapchat Partners with Dentsu Aegis
Snap Inc. announced a strategic partnership with Dentsu Aegis Network to expand advertising options on Snapchat. The collaboration combines Snapchat's video and AR capabilities with Dentsu Aegis' global client base (11,000 clients in 143 markets) to provide advertisers with more Direct-to-Consumer and e-commerce opportunities. In the United States, the partners plan to optimize solutions such as Attention Economy, Attention Ads Lab, and the Disrupt Marketplace. Jacki Kelley, CEO for North and South America at Dentsu Aegis Network, noted the shift toward digital experiences that blend physical interactions with advanced technology. Clive Record, Head of Global Media Partnerships at Dentsu Aegis, said the goal is to scale US success across markets worldwide and to upskill teams to innovate together. Snapchat's David Roter highlighted ROI and joint opportunities across video and AR formats for advertisers.
Significant collaboration between a leading social platform and a major ad agency, expanding advertiser options in the ad-tech ecosystem.
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Key Takeaways & Evidence Grounding
- Snapchat and Dentsu Aegis Network announce a partnership to expand advertising options on Snapchat.
- US-focused solutions include Attention Economy, Attention Ads Lab, and the Disrupt Marketplace.
- Dentsu Aegis Network serves 11,000 clients in 143 markets.
- David Roter: partnership enables ROI-focused opportunities across video and AR on Snapchat.
- Jacki Kelley: aims to scale US success globally and upskill teams.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Advertising on Snapchat: Ads & Best Practices
The article surveys Snapchat’s evolving advertising and AI toolkit, highlighting omnichannel ad formats, AR-enhanced experiences, and creator monetization. It notes 943 million monthly active users and Q3 2025 revenue of $1.51 billion, up 10% year over year, with AR Lenses used over 8 billion times per day. Key innovations include My AI, Lens Studio AI Assistant, and a plan to make Perplexity the standard AI for all users in January 2026. Lens Studio has expanded to mobile and web, and Spectacles updates introduce AR advances such as Travel Mode and Eye Connect. The platform also introduces infrastructure like Snap Cloud powered by Supabase, Realistic StyleGen, FaceGen improvements, and AI Clips for personalized Lenses. Advertising options expand with Lens+ Payouts, Camera Kit, sponsored AI Lenses, Promoted Places, and Sponsored Snaps. A DMEXCO session with Snapchat and OTTO partners illustrates funnel-wide targeting and inspiration for marketers.
Agencies Push Agentic Media, Address Client Rogue Fears
At Advertising Week, media agencies are advancing agentic advertising initiatives while addressing client concerns about rogue AI activity. Dentsu's Carat partnered with NBCUniversal, Freewheel, and Newton to launch a planning, buying, and optimization agent for upfront investments, with a luxury retail client already using it. Tinuiti launched a 'Bliss Point Model Context Protocol (MCP) Server' to integrate measurement with AI agents. Stagwell relaunched Assembly as Stagwell Media with its agentic system Machine OS. Executives emphasize human oversight, governance, and approval thresholds to build trust. Additionally, the article discusses the importance of 'moments' in commerce media, with examples from ExxonMobil, Dollar General, and Pepsi's Nordic campaign with Wolt.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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