Snap Doubles Down On Small Business Ads In Pact With Newspaper Publisher Gannett

Snap is looking to target more small business advertisers via a newly-inked partnership with Gannett, the largest newspaper publisher in the U.S., which owns USA Today and roughly 250 daily titles nationally.

The partnership will see Gannett selling ads on Snapchat’s behalf to its existing local business clients across the U.S. and Canada. Gannett’s LOCALiQ agency will sell the ads to its more than 100,000 small business owners who already advertise in its papers in hopes of better reaching Snapchat’s younger-leaning usership predominantly consisting of millennials and Gen Z.

The financial terms of the partnership were not disclosed.

USA Today notes that Snapchat has increasingly emphasized small business advertising in recent months, having launched the Promote Local Place

ad product in June 2020, which enables advertisers to harness location-based targeting to reach prospective consumers in real-time. (The platform delivers Promote Local Place ads to Snapchatters who are most likely to visit a small business within a specified radius).

“We’re thrilled to partner with Gannett to bring the power of Snapchat advertising to their network of local businesses all across the U.S. and Canada,” Alexander Dao, Snap’s head of global sales partnerships, told USA Today in a statement. “As more and more local businesses embrace digital marketing, we look forward to helping them reach our large and highly engaged millennial and Gen Z audience.”