Embattled Snap hires a new VP to shore up its relationship with agencies
Snap has hired an exec to manage its ad agency relationships as it tries to broaden its ad base.Snap had 1,400 advertisers run on the app last year, but most were one-off campaigns.
Snap is bringing on a high-level executive to manage its ad agency relationships as the disappearing-message app tries to broaden the types of advertisers it works with. Twitter vet David Roter was hired as VP of global agency partnerships. He starts in early April and will report to chief business officer Jeremi Gorman.Roter spent five years at Twitter, where his last role was senior director of global video sales & agency development. Most recently, he spent two years as head of global revenue & partnerships for The Players' Tribune, a media company that tells and distributes athletes' stories.
Roter's agency and video experience play directly to Snap's ambitions as it pushes its unskippable video ads it calls"Commercials" and looks to deepen its relationship with agencies., it's lost a string of executives, and it has battled competition from Instagram.with agencies and brands, trying to woo them with AR-powered ads it's pitched as ways to tell a story, engage consumers, and get them to take actions.
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