Snap Rewrites Its Sales Playbook (again)
Snap is going through another transformative period. In the wake of Q2’s less than stellar earnings and the announced departure of their Chief Strategy Officer Imran Khan, the company is looking to fortify its business plan. To help explain their new monetization strategy AdExchanger interviewed Peter Sellis, Snap’s Director of Product Management for Monetization.
Sellis’s most striking disclosure is Snapchat’s plan to move the transacting of all ad units, including their Sponsored Lenses, into programmatic. That means advertisers will be able to bid in an open auction environment for the AR-based units. To facilitate this move Snapchat will transform its entire Outside Sales team into a new “Business Solutions” org. Presumably they’ll have pseudo-sellers helping educate clients on product offerings pre-sale, and then assist with targeting and optimization post-sale. While Snapchat already transacts most of its standard ad units programmatically, it’s a bold move to automate the buying of something as customized and intricate as its lenses.
Needless to say, it’ll be very interesting to see how this plays out. Because if Snapchat can successfully transact Sponsored Lenses programmatically it will be proof positive that just about anything in digital media sales can be automated.