Marketers cited increased competition from Instagram, difficulty measuring key performance indicators, poor targeting and a decrease in both user engagement and open rates as reasons why their ROI with Snapchat decreased, according to RBC. 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 survey also found that marketers have been less than enthusiastic about using Snapchat.
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 survey also found that marketers have been less than enthusiastic about using Snapchat.