By Seb Joseph

Snapchat’s efforts to prove millennials are turning it into the ‘new TV’ has started to leave marketers in the dark as to why they should spend big on content that will be shortlived.

That’s not to say they aren’t tempted by the platform’s vision for mobile TV. Rather they are struggling to understand what that pitch means for them and how to activate it. What’s more, Facebook’s unabashed attempt to imitate the app’s core features over the last year has left some advertisers perplexed, asking ‘if we can reach an audience with a real-time story on Instagram is there value in Read full story ›

Source: The Drum