Snapchat seems to be an up and comer in advertising, and in this piece from Digiday, the publication explores why it's the new tool for ad agencies. While it's US focused, time will tell whether it's a way agencies down here will use more often.
When MRY had a visit from Snapchat last week, it was the agency’s most-attended event hosted by a platform, even Facebook. It’s no secret why, either.
“It’s hard for Snapchat to have higher consideration in an office full of twentysomethings,” said David Berkowitz, CMO at MRY. “They’re all obsessed with it.”
Snapchat barely even had to bribe the the kids to show up, only serving sandwiches and offering erasers shaped like its ghost logo.
This was Snapchat’s first official visit to MRY for the time-honored ad-sales tradition of the “lunch and learn,” where the agency was shown some of the newer Snapchat ad products, including the new animated lenses and sponsored Discover channels like the one for the James Bond movie “Spectre.”
Everyone knows Snapchat has the cool factor down, but now it has to deliver more than that to win over advertisers with decidedly uncool agency pitch meetings. A year ago, the company was viewed as unfriendly to ads, but it seems to finally recognise the need to build a business that caters to Madison Avenue with more hands-on services.
Read the full article here.