Ad spend on Snapchat by clients hit $90 million in 2016: WPP CEO – CNBC (Jan 18, 2017)
One of the big challenges for Snap ahead of its IPO is ramping up advertiser spending from experimental to more serious levels, and WPP is one of the biggest funnels through which those ad dollars flow. $90 million is three times what WPP expected its clients to spend on Snapchat at the beginning of the year, but of course it’s a tiny fraction of what those clients spend on Facebook and Google. Getting advertisers to spend more means providing more of the tools and analytics other large online ad platforms provide, and Snap has been somewhat resistant to that approach, although it appears to recognize the need to evolve on this point going forward.
via Ad spend on Snapchat by clients hit $90 million in 2016: WPP CEO – CNBC
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