Snapchat is at the mercy of competitors like Facebook and Google that can simply copy its products.Advertisers say Snapchat's unique selling point is that it is cool, new, and has created its own advertising "currency."But ad-buyers also need Snapchat to do more to prove its ads actually drive sales if they are going to commit meaningful budgets to the platform.
Mobile Shopping Framework: The role of mobile devices in the shopping process - Yahoo! - 0 views
Advertisers say Snapchat's unique selling point is that it's the cool, new thing - whic... - 0 views
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the barrier to entry for new entrants is low, and the switching costs to another platform are also low. Moreover, the majority of our users are 18-34 years old.
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Users under 25, it says, visit Snapchat more than 20 times and spend more than 30 minutes on the app each day. It may have fewer users than its rivals, but, for now at least, they are highly-engaged
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Facebook Video Visitors Down 8%, Yahoo's Up 8% | ClickZ - 0 views
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Overall, the average viewer watched 21.7 hours of online video content in March 2012, according to comScore. On Google sites, people watched an average of 7.1 hours and on Hulu, 4.6 hours - the highest among the top 10 video content properties.
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A comparison of comScore data for March 2011 versus March 2012 also showed that Yahoo's online video rankings had an 8 percent increase in unique viewers and a 72 percent increase in average minutes per viewer.
Ad Age Survey: What Advertisers Really Think About Twitter | Digital - Advertising Age - 0 views
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What we found is that Twitter is viewed much like Facebook was in the summer of 2012: While many advertisers use it as a marketing channel, only a minority actually place ads there.
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Among the respondents, 70% currently use Twitter as a marketing channel and 80% say they plan to use Twitter in the next 12 months. But only 46% say they've ever bought an ad on Twitter, whether a promoted tweet, trend, account or an "Amplify" TV deal.
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In the coming year, 59.2% said they expect their Twitter advertising budget to "modestly increase" or "significantly increase."
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Is Facebook Really Failing Marketers? | Digiday - 0 views
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They’ve abandoned the promise of helping companies genuinely connect with their customers. They’re not even very good at the model they’ve chosen, which is as a Web 1.0 ad seller.
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Ads aren’t the focus on what marketers want from Facebook in the first place.
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Facebook has completely gone back on what they originally promised marketers in 2007. It’s what they promote today. They sell this promise of connecting companies with their customers. Eighty-four percent of the time they don’t do that.
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19 Tools for Competitive Research | Yahoo! Advertising Blog - 0 views
Snapchat Receives Poor Grades From Marketers | Digital - AdAge - 0 views
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Between Twitter, Facebook, LinkedIn, Google, Yahoo, AOL and YouTube, Snapchat only outperformed AOL in terms of ROI, scoring a 3.43 out of a possible 8 points, according to the survey (AOL scored a 2.88). Google (6.98) and Facebook (6.72) led the pack, performing nearly twice as better than Snapchat, RBC said.
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1,600 marketers were surveyed in an attempt to gauge the pulse of the digital advertising industry. The sobering news underscores the uphill battle Snapchat faces as other platforms like Facebook-owned Instagram and Messenger mimic its features.
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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
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