Marketers see little return from advertising on Snapchat

Advertising Age and RBC Capital Markets have released the results of a survey of 1600 marketers intended to assess the state of digital advertising.

Results:

Snapchat received low marks compared to Google and Facebook.
ROI scores from marketers:

Google 6.98
Facebook 6.72
Snapchat 3.43
AOL 2.88

Reasons marketers gave for low Snapchat scores:
- Increased competition from Instagram
- Difficulty in measuring KPIs
- Poor targeting
- Decrease in engagement and open rates
Facebook's Messenger Day has a user base of 1B+, Instagram 300M, Snapchat 160M.
Platforms on which marketers said they're interested in advertising:
- Instagram 64%
- Amazon 43%
- Spotify 40%
- Snapchat 37%
Platforms on which the 1600 marketers said they plan to increase ad spend:
- Facebook 461
- Google 450
- Snapchat 119

Snapchat reported losses of $515M in 2016, up from $373M in 2015.

- David

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