• The Drum, Tuesday, September 6, 2016 7:07 AM

"Other than reaching the younger crowd, it’s been difficult for advertisers to make a business case for Snapchat, but that is changing as it continues to overhaul its advertising offering," reports The Drum. "As brands enter the honeymoon phase with the messaging app, it would seem they’re planning to spend more, and do more, within Snapchat’s walls. At the start of this year, advertisers were approaching Snapchat with a sense of trepidation, quietly creating accounts to toy with 'Lenses' and 'Geofilters' – fast-forward nine months and this apprehension has been replaced with excitement as brands shift more ad spend into the young platform." Advertisers like Coca-Cola, Nationwide, Adidas, Cadbury, Starbucks, and Dominos have advertised on Snapchat this year though brands were initially cautious as ads were costly and there were concerns around data and a lack of measurement. Snapchat is poised to introduce behavioral targeting by the third quarter, according to reports.

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