In a new partnership with Snap Inc, performance media specialist Tinuiti has gained access to the full suite of Snapchat’s audience, products, and services, with the goal to drive performance business results for its clients. 

The partnership will help Tinuiti’s clients reach “a unique, valuable, and highly engaged audience, many of whom can’t be reached via traditional methods,” the company says, noting that the younger demographic is less influenced by paid TV advertising.  

According to Nlelsen, Snapchat added a 16% incremental reach to target audiences compared to TV. The social platform reached 71% of Gen Zers that TV did not.

Tinuiti will now be able to tap into a variety of Snap’s unique resources, including early access to and testing of new products, exclusive trading agreements, incentives and pricing reductions on new products and account activations, internal team trainings, according to a statement. 

The marketing firm sees great potential in the API integration between Snap and its own proprietary suite of marketing intelligence and media activation tech, called Mobius.

All reporting will now be populated in the Tinuiti tech platform, which the company says will provide enhanced optimization opportunities and better results.

“Brands are increasingly looking to diversify their audience reach and spend across platforms, and Snap has been a critical partner in doing so,” says Obele Brown-West, Tinuiti chief solutions officer. “This Snap partnership ensures we are delivering more first-to-market competitive advantages across our clients’ entire media approach with the freshest levers at their disposal.”

Tinuiti says this partnership will help its brands expand into new markets while accessing Snap’s measurement services and data-driven research.

The firm has relationships with other major tech platforms –– including Amazon, Google, and Meta –– and completed two major acquisitions in 2021 with Amazon-specialist agency Ortega Group, and digital streaming agency Bliss Point Media. 

On Thursday, Snap released its Q1 2022 earnings report, which “proved more challenging than we expected,” according to a prepared statement from CEO Evan Spiegel. While Snap missed Wall Street’s predictions for profit and sales, they did exceed expectations by growing 18% annually.

Snap’s Dynamic Ads –– which provide key trend insights when advertisers upload their product catalog –– which more than tripled year-over-year — were also highlighted.

In addition, Snap’s AR tools are proving to be a competitive force in expanding user-engagement and preparation for Web3.