NBC affirme ses ambitions avec Snapchat

Pyongchang 2018 logo

Aux prochains Jeux Olympiques, ceux d’hiver en 2018 dans la ville sud-coréenne de Pyongchang, NBC a l’ambition d’aller chercher l’or avec Snapchat, puisque le média américain vient d’annoncer la prolongation du partenariat qui lie les deux parties aux Etats-Unis. 

Cette décision suit l’investissement de 500 millions de dollars dans Snap, Inc. de la part de NBC, confirmé suite à l’IPO (introduction en Bourse) de Snap au début du mois de mars. 

Lors de cette annonce, NBC a annoncé que le duo aura pour ambition de fournir une couverture « unique » des Jeux Olympiques en Février prochain. Cette couverture comprendra du contenu quotidien via la fonctionnalité « Stories » qui diffusera du contenu de fan et encore du contenu « behind-the-scenes » alors que du contenu plus « officiel » ou en tout cas plus éditorialisé, co-produit avec une équipe dédiée de BuzzFeed, dépêchée sur le terrain, à PyongChang, offrira un regard et un point de vue sur tous les aspects des Jeux Olympiques. 

Des sources proches du dossiers ont confirmé au Wall Street Journal que cette alliance s’est monnayée entre 50 et 75 millions de dollars (45 et 70 millions d’euros). Bien évidemment, ni Snap, ni NBC n’a souhaité commenter les aspects financiers de cette alliance.

NBC a néanmoins confirmé que ce deal permettra aux annonceurs d’acheter des aspects publicitaires au sein de l’application mais aussi des « Lens » interactifs et de mettre en place des filtres Géolocalisés.

« Snapchat est une plateforme incroyablement dynamique, offrant des opportunités de couverture et de création de contenu fantastique qui nous a permis d’augmenter la portée des Jeux Olympiques de Rio, surtout auprès des fans les plus jeunes », a déclaré Gary Zenkel, président de NBC Olympics. « Snapchat évolue constamment et avec l’expertise de notre partenaire BuzzFeed dans la création de contenu partageable, nous avons pour ambition d’emmener la couverture de ces Jeux Olympiques à un autre niveau et de permettre aux annonceurs d’atteindre et dépasser leurs objectifs pour les Jeux Olympiques d’Hiver 2018. »

En effet, il faut savoir que 51% des utilisateurs de Snapchat sont âgés de moins de 24 ans, une statistique et une donnée qui devrait attirer bon nombre d’annonceurs, à la recherche de cette cible devenue si importante. 

Il faut savoir que la première collaboration entre NBC et Snapchat, lors des Jeux Olympiques d’Eté 2016, a permis de toucher 35 millions d’utilisateurs aux Etats-Unis. L’année dernière, l’application a déclaré que 49 millions d’utilisateurs s’étaient connectés durant les 7 premiers jours des J.O. de Rio. 

Tous ces chiffres plaident en faveur d’un nouveau succès d’un partenariat avec Snapchat, mais ce n’était sans compter le retour du grand frère Facebook, qui a annoncé récemment l’arrivée de nouvelles fonctionnalités dans ses produits, tout simplement copiées de Snapchat, faisant perdre au passage un milliard de dollars en capitalisation boursière à Snap Inc. 

La guerre est donc ouverte entre Facebook et Snapchat, et le sport devrait être le premier territoire d’affrontement. Qui en sortira vainqueur ? Réponse en mars 2018, quand on fera le bilan des Jeux Olympiques d’hiver de Pyongchang.



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