UK advertisers are not yet convinced ephemeral site Snapchat can outperform Instagram and Facebook's return on investment. Revenue growth slumped to 28.3% in 2018—down from 79.7% in 2017—despite the success of last year's Snap Pixel, while users increased by 44.3%, according to eMarketer. In addition, 80% of UK users are aged between 13 and 34, a demographic more easily engaged on rival platforms. The company has been working with brands such as Kellogg's for years now, but it is still unclear whether its new ad campaign will be enough to convince consumers that it's worth paying £4.99 ($@@
UK advertisers are not yet convinced ephemeral site Snapchat can outperform Instagram and Facebook's return on investment. Revenue growth slumped to 28.3% in 2018—down from 79.7% in 2017—despite the success of last year's Snap Pixel, while users increased by 44.3%, according to eMarketer. In addition, 80% of UK users are aged between 13 and 34, a demographic more easily engaged on rival platforms. However, analysts said the introduction of a non-skippable ad, as well as the relatively untapped potential of augmented reality in Snapchat's lenses, could help enhance the site's appeal to advertisers.