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 .
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 RBC Capital Markets 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 3.43 out of 8 possible points, 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.