Brands are finding it difficult to purchase advertising on Snapchat, citing a lack of agency-focused representatives, variable pricing levels and too many purchase options as the culprits. Despite agencies paying hundreds of thousands for advertising through Snapchat, the company has neglected to assign account managers to them, leading to misunderstandings about how the process works. The company’s ad sales team is also struggling with its own issues. The self-serve platform is not yet up to agencies’ standards for ease of use, making a specific representative for agencies necessary.
Brands are finding it difficult to purchase advertising on Snapchat, citing a lack of agency-focused representatives, variable pricing levels and too many purchase options as the culprits. Despite agencies paying hundreds of thousands for advertising through Snapchat, the company has neglected to assign account managers to them, leading to misunderstandings about how the process works. Snap’s agency partnership team is smaller in scale than rivals Facebook, Twitter and Google, leaving media purchases to clients, rather than their agencies. The self-serve platform is not yet up to agencies’ standards for ease of use, making a specific representative for agencies necessary.