The parent company of Snap, Inc. has announced a total business turnover of 2018 exceeding the $ 1 billion mark for the first time with $ 1.2 billion. The company recorded a 36% increase over the fourth quarter of from last year to $ 390 million, nearly 100 million more than it had earned in the third quarter of 2018.
After quarters of declines, the company stabilized its user base at 186 DAU in the last quarter of 2018. It remained stable from the third quarter.
Snapchat ads outlook. In the last quarter of 2018, Snap announced that its premium mobile video ads reached more than 70% of the total US population aged 13 to 34 in the last quarter of 2018.
The platform's Ads Collection product was delivered twice as fast. Compared to comparable Snap advertising formats, Snap Pixel more than doubled the number of fourth quarter buying events compared to the third quarter (600 million in Q4 vs. 230 million in Q3).
Snap reported that improvements to machine learning models for application installations and lower funnel bids resulted in an increase in "permanent" revenues.
Snap also stated that his six second non-skippable commercial advertisements, which were introduced last April continued to perform well. The company did not provide specific data on the commercial ad block, but said that the majority of them had been purchased through its premium content targeting tool, built into the platform. Snap self-serve ad format for major brands and agencies.
 Snap Announcement in 2018. MediaRadar, an intelligence platform that tracks Snap ads, said Snapchat had 1,400 advertisers in 2018, with most unique campaigns having been launched during a single quarter of the year. According to the analysis, only 17% of Snap advertisers ran campaigns for more than half of the year
According to the MediaRadar report, media advertisers (30%), Technicians (13%) and Retailers (10%) MediaRadar claims that Snapchat has registered the highest number of advertisers released during the third quarter of 2018. Among the top five users of the platform on the market, the number of advertisers in the market was up. year, Comcast, March, AT & T, Adidas and P & G.
"The number of Snapchat users has stabilized, which has contributed to a number of business exceeds expectations over the quarter. The good news will probably be even more appealing to advertisers, "said MediaRadar CEO and co-founder Todd Krizelman.
Learn more about Snap SADs. The growth in the number of Snapchat users has been a problem for the previous two quarters, with DSUs increasing from 191 million to 188 million between the first and second quarters of 2018, and from 188 million to 186 million between the second and third quarters of last year.
Finally able to stabilize the SADs in the fourth quarter, Snapchat has focused on engaging users for its latest report on the results. The company pointed out that the iOS SADs had increased in the fourth quarter of 2018, from one year to the next and from one year to the next. She also announced that she has started deploying her new Android application.
Snap's "Android Number" Has Since launching its redesign in late 2017, Spiegel has been talking about the weakened performance of Snap on Android devices during a profit call in May from last year. weakness for us, but we are making significant progress. Given the magnitude of the changes made during the redesign, a number of performance regressions contributed to a disproportionately negative impact among Android users. We are currently working on solving them.
Why do you care? If Snapchat is able to address the concerns of user growth and showcase brands with new ad formats, more marketers will give it a (second) chance – especially those aimed at connecting with a younger audience.
This story first appeared on MarTech Today. For more information on marketing technology, click here.
About the Author
Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment , which covers the latest news and updates from Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.