Admit it: You did not see Snapchat coming. Conceived and launched in 2011, the messaging service reached 10 million active users by the end of its first year and continued to grow at a rapid pace. It went from a simple messaging application to a full-blown social media app, quickly becoming the go-to social network for a large number of millennials.
Now, Snapchat boasts 60 million daily active users, and it?s looking more and more likely that the newly branded Snap Inc. will outpace even Twitter, becoming Facebook?s top competitor in the social media game.
But as promising as all this news is for the relatively young company, questions still loom: Can it keep up its massive pace of adoption" Can Snap Inc. take the popularity of its app and turn it into a $1 billion standalone business" The company takes these questions seriously. It has already explored a variety of revenue streams and is continually working to discover the most effective way to serve ads to users. Recently, Snapchat made another push into the digital ad game by introducing three new methods for advertisers to better target users. Each method involves matching a brand?s data to Snapchat?s (anonymously) to ensure that the right messages are aimed at the right audiences.
By pushing further into digital ad targeting, Snapchat is sending a clear message to media buyers: This is an ad platform that can?t be dismissed. But what does its latest push mean for advertisers" Does Snapchat offer a bette...