Snap looks to further convince advertisers to put dollars there, while Cameo needs to find a reach beyond digital greeting cards.
The chief way for companies like Snap to win over advertisers’ attention—and then their budgets—is to announce shiny new things. One in particular from Tuesday stands out: Snap has struck a new deal with Cameo, an increasingly hard-to-define creator-economy startup. Cameo started as a Web-based marketplace for booking celebrities for custom messages—a Cameo—and has ambitions to further broaden its business.
Through the partnership, an advertiser on Snap—like a Mattress Firm or Kraft, two companies that piloted the program—can book a celebrity available on Cameo. Snap plays middleman, matching advertiser with celeb. Cameo takes up the role of talent agency, suggesting who it feels may be the best fit. “Cameos are shot selfie-style, they look like Snaps,” says Peter Naylor, a Snap vice president of sales. “I think advertisers will be all over this. Cameo and Snap make sense together.”
Cameo, founded in 2016, has done a remarkable job of securing a place for itself, something like a Hallmark for a younger generation. But it is experimenting with how it might further expand its reach into talent management and booking, simplifying the two while taking a cut of earnings. It will work with companies to book stars on its platform for in-person events, voice-overs and other marketing events.
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