By Claudia Page

Snapchat has emerged as a prominent communications channel among teens and touts a growing older millennial audience – and yet, its brand opportunities and measurement capabilities remain somewhat nascent compared to more established social platforms.

By virtue of being a “closed” network, Snapchat is unlike the other major social media stalwarts. This has presented a challenging scenario for marketers who value Snapchat’s active user base, but struggle with how to forge successful campaigns within its existing advertising offerings. Some brands have noted they had driven better results through “free brand-owned accounts” where they distributed their own Read full story ›

Source: The Drum