Can Snapchat keep users happy as in-app marketing
proliferates?
Snapchat hopes to make a significant uptick in marketing
palatable to users with an opt-in approach, but its biggest challenge is
helping marketers measure the return on their investments.
The picture messaging application’s popularity has allowed
it to grow into a successful business, and as with every new medium’s
progression, it has accepted various advertising endeavors to sustain revenue.
Snapchat’s ad efforts have been innovative and unique, a necessary tactic to
keep its substantial user foundation, as well as provide effective ad ventures
marketers.
“I believe that Snapchat’s push to include advertising is a
natural progression,” said Greg Pritchard, senior vice president of business
development at GumGum. “From a business fundamentals standpoint, companies need
to generate revenue in order to continue providing their services to consumers
for free.
“From a technology standpoint, I think that Snapchat has
recognized its central role in the rise of the visual web, and is looking to
help digital marketers shift investments towards more image-centric and native
opportunities, which results in a better ad experience for consumers,” he said.
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