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With Snapchat CEO Evan Spiegel confirming long-held speculation that his mobile-social app will soon debut ads, we reached out to marketing practitioners for reaction. From an advertising-minded perspective, here are the pros and cons of adding ads to the app:
Pro #1. It's a brand's chance to be cool
While hanging with the young crowd won't always be easy, consultant David Deal suggested, there are high-risk, high-reward factors in play. "Snapchat ads are perfectly suited for digital natives who prefer instant engagement," he said.