‘More options and misunderstandings’: Media buying on Snapchat confuses advertisers

screen-shot-2017-02-23-at-8-14-02-amWith a focus on retailers and sports brands, Brian Cristiano’s agency Bold Worldwide is running a lot of Snapchat geofilter campaigns around games, races and other sporting events for the clients, which total approximately $400,000 in advertising on the platform.

But $400,000 is not enough for Snapchat’s parent company Snap Inc. to assign Bold Worldwide an account manager who can provide product education, advise on best practices and relevant ad opportunities.

“There is lots of confusion on Snapchat,” said Cristiano, CEO for Bold Worldwide. “There are so many buying variables. But when we want to talk to a Snap rep about data, how other brands are finding success and unique ways to advertise on the platform, we can hardly find anyone.”

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