Oh, Snap! Advertisers will dole out Olympic-worthy geofilters and lenses with the official blessing of NBCUniversal and Snap, Inc. in the upcoming Winter 2018 Olympic games, hosted in Pyeongchang, South Korea. The deal will allow Snapchat to share clips of NBC’s Olympics content in a live story that will also feature user content. Also, Snapchat will feature coverage of the Games, co-produced by BuzzFeed and NBC for the Snapchat Discover media hub.
Advertising commitments related to this deal could come in between $50 million and $75 million in the first quarter of 2018, people familiar with the matter said. NBCUniversal executives unveiled the Snap partnership to advertisers Wednesday as part of the annual ad sales presentations known as the “upfronts.”
As in the prior deal, NBC will be able to sell ad slots on its Snapchat video content. Now, it will also be able to sell geofilters and lenses, which have become signature ad formats for Snapchat. They let marketers overlay their brand imagery on users’ faces, photos or videos.
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