By: Tom Murray | Managing Director, Agency
We are proud to announce that we are officially a Snapchat Certified Partner! “Snapchat’s Partner Program recognizes industry-leading companies that help advertisers connect with the Snapchat community in creative new ways. From pre-campaign strategy to creative execution and beyond, our select group of partners make advertising on Snapchat a snap!” according to the Snapchat Partners Program.
We believe in testing all new platforms, and Snapchat was no different last year, when we were one of the first agencies to test the (at the time) new self-serve ads platform. Snapchat historically was always bought through an IO (Insertion Order) through your Snapchat partners, and had high minimum spends. In order to expand the Snapchat advertiser base, they decided to move to a self-serve auction based system, similar to Google, Facebook and Amazon.
We have seen high levels of success with new platforms, as those are the areas that are ripe for arbitrage. This is due to several factors such as:
1) Partners want their new tool to succeed, which means added technical support in the beginning
2) Partners are open to high levels of feedback to help make their tool better, which means changes that are helpful get done faster to satisfy the alpha and beta testing audience
3) Fewer advertisers means lower competition which tends to mean lower prices
Snapchat success was seen literally on the first day that we launched ads on the platform, where we spent over $15,000 in one day for a client, and drove cost-per-acquisitions (CPA) in their target range! Since then, we’ve had a case study released on some of our work with Trendy Butler, which can be found here!