Snapchat on Monday "ran a cleverly-produced compilation of videos from users attending the Women’s World Cup in Canada on Sunday," but the footage, "which ran in Snapchat Stories, didn't have an advertising partner," according to Mike Shields of the WALL STREET JOURNAL. The lack of a sponsor comes "despite recent efforts to weave marketers into Snapchat Stories, like a Tide-sponsored Father’s Day post." Some advertisers are "stumped about why Snapchat missed the opportunity to fully capitalize on the U.S. Women’s first World Cup victory" since '99. It is "not like the game wasn’t of interest to advertisers, who were paying more than $210,000 for a 30-second spot on TV, almost on par with baseball’s World Series." One ad buyer said, "I think the magnitude of the event took the marketing landscape by surprise, but it seems liked a missed opportunity." A source said that the decision to produce a Snapchat Story for the WWC "came together late." In addition, Shields noted Snapchat "has only been selling advertising for roughly eight months and doesn’t offer an automated means of booking such campaigns." Nike "did sponsor Snapchat videos produced by fans in local markets yesterday," but the World Cup Story, which "captured fan footage of all the goals and celebrations in the stands, ran with no ad partner" (
WSJ.com, 7/8).
