Embattled Snap hires a new VP to shore up its relationship with ad agencies

• Snap has hired an exec to manage its ad-agency relationships as it tries to broaden its ad base.
• David Roter served in a similar role at Twitter and will be vice president of global agency partnerships.
• 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.

The Twitter veteran David Roter was hired as vice president of global agency partnerships. He starts in early April and will report to Jeremi Gorman, Snap's chief business officer.

Roter spent five years at Twitter, where his last role was senior director of global video sales and agency development. Most recently, he spent two years as the head of global revenue and 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.

Snap has had trouble since going public two years ago. Its stock price has fallen 50% in the past year, it’s lost a string of executives, and it has battled competition from Instagram.

Snap has been on a charm offensive with agencies and brands, trying to woo them with augmented-reality-powered ads it has pitched as ways to tell a story, engage consumers, and get them to take actions.

Read more: Instagram is already running out of room for ads, and that's a threat to Facebook as it looks for new avenues to keep revenue growing

More than 1,400 advertisers ran ads with Snapchat in 2018, but most of them were one-off campaigns, according to MediaRadar estimates. Only 17% of them ran for more than one quarter, according to MediaRadar. The company needs to get more recurring spending.

A number of top executives have left the company, including Tim Stone, its chief financial officer; Elizabeth Herbst-Brady, the head of global strategic partnerships; Imran Khan, the chief strategy officer; and Mary Ritti, the vice president of communications.

In addition to Roter, Snap has recently brought on Gormon, Jared Grusd as chief strategy officer, and the Fox public-relations veteran Julie Henderson as its chief communications officer.

SEE ALSO: Inside Snapchat's charm offensive to get advertisers on board with augmented reality

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Contributer : Tech Insider https://ift.tt/2HI099N

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