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Snap turns to search giant Baidu to court Chinese advertisers

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Two years have passed since Snap Inc first struck a deal with that authorized China’s largest search engine to be a reseller of Snapchat ads for companies in Greater China as well as Japan and South Korea, where Baidu runs a portfolio of mobile apps.
This week, the pair announced they have renewed the sales partnership without revealing how revenues are divided between the two and when the extended agreement expires.

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Despite being blocked in China like most other western social media services, Snap has shown interest in China in various capacities, including a research and development center in Shenzhen for Spectacles. It’s also serving the country’s game developers, e-commerce merchants and other export-led advertisers who wish to capture the network’s 190 million daily active users around the world.


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Through the deal, companies that purchase media through Baidu gain access to all forms of ad slots in Snap’s videos, real-time selfie effects, overlays and more. The return can be satisfying. Besides the opportunity to capture a predominantly young user base, advertisers are reaching a sticky group who, on average, opens Snapchat over 20 times and spends over 30 minutes on the app every day.
“With its young, vibrant user base, Snap’s advertising platform has been instrumental in driving growth for our game AFK Arena,” said Chris Zhang, vice president of Shanghai-based Lilith Games, in a statement.

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