How Snapchat Raised the Bar for Brands on Mobile

Opinion: Until Snapchat, mobile advertising was pretty ugly


Many questions remain following the remarkable Snap Inc. initial public offering. Is Snap a media company or a camera company? Will Snapchat be the conduit through which an entire generation consumes content? And how will Snap achieve its massive revenue targets?

Snap will need TV-level ad revenue in order to live up to its valuation. And the company believes the key to success is not with low-performing video ads on a larger scale (the YouTube model, shall we say), but with a superior ad format.

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