Narrative: Snapchat is Maturing
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Narrative: Snapchat is Maturing (Jan 28, 2017)
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Snapchat Launches Daily NBC News Show (Jul 19, 2017)
Weekly Narrative Video – Snapchat is Maturing (Jul 15, 2017)
This past week’s narrative video is on the Snapchat is Maturing narrative, which feels very relevant as Snap Inc’s share price drops below the IPO price and questions continue to arise about its long-term potential. As usual, I’ve updated the accompanying essay to reflect what’s happened since I first wrote it six months ago too. Subscribers can watch the video on the narrative page here as always, and if you’re not yet a subscriber you can sign up for a 30-day free trial here and get access too.
Business Insider reports that Snapchat is looking to beef up its ad tech capabilities and has had discussions with AdRoll as a possible candidate, though those talks seem to have ended at this point. This goes to the heart of one of the big weaknesses Snapchat still has as an advertising platform, namely its inability to give advertisers the insights they want into how their ads are performing or the impact they’re having. That, combined with the lack of user growth, means Snap’s future growth prospects are challenged, and that in turn explains the recent hit to the stock price. The right acquisition (or several) in this space would help change that, but many of the best assets in the market have long since been snapped up (or developed internally) by the major players, so the pickings will be slim and the benefits of an acquisition less than they might once have been.
via Business Insider