- Snap is seeking to deepen its relationship with agencies that already depend on Snapchat through a new advanced partner program, per a blog post.
- Agencies which might be elevated to badged partner status will receive personalized training sessions, dedicated support and other perks. Snap can be making it easier for these partners to purchase, manage and measure their Snapchat campaigns, including through features like bulk invoice downloads.
- Independent shops VaynerMedia, Wpromote, Horizon Media, Rise, Kepler, PMG, Tinuiti and Gale piloted the program, along with an array of companies in areas like measurement and augmented reality (AR). Snap is aiming to get more large global agencies to sign on to the program in the approaching months.
Snap’s splashy NewFronts showcase is just just a few weeks away, however the Snapchat owner is already making greater overtures to agencies that it hopes will invest more in its core social media product following a down period for ad spending. The Snap Advanced Partner Program is targeted at marketing services providers which might be already “leaned in” on Snapchat and carries the promise of additional collaboration opportunities on new solutions and simpler campaign execution. Snapchat is popular with marketers due to its AR and messaging capabilities and predominantly young-skewing user base.
Agencies all for securing badged status through the advanced program, which carries advantages like richer marketing tools, training and dedicated support, can apply through Snap’s website. Pilot partners saw positive results from tests, though details within the announcement were scant.
“The dedication, support, tools and partnership have helped advance our agency capabilities across the Snap ecosystem. And, most significantly, the partnership has helped drive business results on behalf of our clients,” said John Terrana, chief media officer at VaynerMedia, in an announcement.
The NewFronts, which run from April 29 to May 2, are a crucial occasion for Snap to broker promoting deals with brands and agencies for the months ahead. Snap, an everyday on the annual media bonanza, is slated to present May 1.
The company has made efforts to raised differentiate itself from rivals like Meta and TikTok, that are also making NewFronts pitches this yr. Snap in February launched an promoting campaign that positions Snapchat as an “antidote to social media,” an effort that included a Super Bowl spot.
Snapchat has struggled with the tech downturn and as brands watch their budgets closely. Snap saw revenue up 5% in Q4 to $1.36 billion, under Wall Street’s estimates. The company, which reports earnings later this month, expects growth between 11-15% year-over-year for Q1.
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