As Snap, Inc., Snapchat’s parent company, has seen growth decline for five consecutive quarters and its share price plunge once again, bankers aren’t the only ones who are nervous. Marketers have been investing in Snapchat – either experimentally or with full-court-press activations – for a while. But how many CMOs will stand up and show that they’ve driven real results by spending on Snapchat advertising? Communicus CEO Jeri Smith doesn’t mince words in the New York Observer: Snapchat’s ROI for brands is simply not there.
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