Taking stock of Snapchat’s ad turnaround, one data point at a time
Snapchat’s ads business appears to be caught in a perpetual groundhog day loop.
While it manages to attract users and keep them engaged, it struggles to turn that attention into more ad dollars. No matter what Snapchat seems to do, from building a robust direct advertising business to evolving its measurement business, it can’t quite knit it all together to create a compelling proposition for advertisers to buy into — at least not as much as Snapchat would like.
The reality is that there are still too many reasons for advertisers not to spend more of their dollars there. The numbers bear this out.
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Source:: Digiday
