Companies are not seeing adequate return on investment ( ROI ) when advertising with Snapchat , according to a series of surveys of 1,600 marketing professionals by RBC Consumer Markets and Advertising 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 received 3.43 out of 8 possible ratings , with only AOL 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 the 35 % recorded in 2015 .
Companies are not seeing adequate return on investment ( ROI ) when advertising with Snapchat , according to a series of surveys of 1,600 marketing professionals by RBC Consumer Markets and Advertising 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 received 3.43 out of 8 possible ratings , with only AOL 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 the 35 % recorded in 2015 .