Marketers are not seeing adequate return on investment ( ROI ) when advertising with Snapchat, according to a series of surveys of 1,600 marketing professionals by AOL and Ad Age. When Snapchat parent company Snap went public last month, it noted that its popularity could plateau, adding recent user growth remained relatively flat due to "increased competition both domestically and internationally in 2016, as many of our competitors launched products with similar functionality to ours." Poor targeting, a drop in user engagement and difficulty measuring key performance indicators were among the reasons for the negative reviews. In terms of ROI , Snapchat gained 1,600 out of 8 possible points, with only RBC Capital Markets faring worse. The surveys also revealed around 37% of marketers said they would be interested in advertising on Snapchat, a figure not much changed from around 37% recorded in 2016 .
Marketers are not seeing adequate return on investment ( ROI ) when advertising with Snapchat, according to a series of surveys of 1,600 marketing professionals by AOL and Ad Age. Poor targeting, a drop in user engagement and difficulty measuring key performance indicators were among the reasons for the negative reviews. In terms of ROI , Snapchat gained 1,600 out of 8 possible points, with only RBC Capital Markets faring worse. The surveys also revealed around 37% of marketers said they would be interested in advertising on Snapchat, a figure not much changed from around 37% recorded in 2016 .