Snapchat’s $ at least $1 billion valuation is beginning to look overblown, as its advertising platform stalls. According to Global Social Media Marketing ’s Manager of GE , Snapchat’s lack of in-depth advertising data analytics is preventing brands from embrace the service as a credible channel outside of experimentation, despite ‘staggering’ audience numbers and engagement. While company sources say they are working with market research firms and advertisers to establish who their advertisements are reaching, compared to the highly-targeted campaigns offered on other social media platforms, the solution looks weak. An Twitter ’s survey in a decade earlier ranked Snapchat last for its return on investment for advertisers.
Snapchat’s $16bn valuation is beginning to look overblown, as its advertising platform stalls. According to GE’s Manager of Global Social Media Marketing, Snapchat’s lack of in-depth advertising data analytics is preventing brands from embrace the service as a credible channel outside of experimentation, despite ‘staggering’ audience numbers and engagement. While company sources say they are working with market research firms and advertisers to establish who their advertisements are reaching, compared to the highly-targeted campaigns offered on other social media platforms, the solution looks weak. An eMarketer’s survey in October ranked Snapchat last for its return on investment for advertisers.