Snapchat eyes Chinese and other Asian ad markets

Business Insider | 1/10/2018 | Kevin Tran
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Snapchat plans on an “ambitious” initiative to onboard Chinese advertisers, as well as marketers in other Asian-Pacific (APAC) countries, Business Insider reports.

The company revealed this intention in a new job listing for an International Strategy Manager, who will be based in Shenzen, China, and spearhead Snapchat’s APAC ad efforts.

Strategy - Snapchat - Ties - China - Citizens

The strategy will allow Snapchat to deepen its ties with China, although Chinese citizens can’t access the app. Snap already has an R&D lab in Shenzen to develop hardware products, for example. However, the Chinese government blocks its online population of 731 million from accessing foreign websites, apps, and media, in what is known as “the Great Firewall of China.”

This means access to platforms like Snapchat is prohibited, which has proved an issue for US digital giants — Google pulled its search business out of China in 2010, for example. Though Snapchat can’t grow its user base in China, its new strategy still allows it to onboard Chinese advertisers and, potentially, users in other APAC countries.

China - APAC - Region - Shift - Snapchat

Targeting China and the APAC region represents a shift for Snapchat, which has previously focused on growth in developed markets like North America and Europe.Snapchat has historically prioritized growth efforts in developed markets,...
(Excerpt) Read more at: Business Insider
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