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Snapchat User Base Drops 2% In Q2 2018

Snapchat user base drops 2 % in Q2; OOH advertising lends an edge to brand trust; and more

Photo Credit : Shutterstock

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Snapchat recorded a total revenue of $262 million for the second quarter of 2018, an increase of 44 per cent year-over-year and 14 per cent sequentially. International countries represented 32 per cent of total revenue, up from 19 per cent in Q2 2017 and 26 per cent in Q1 2018.

The company’s Daily Active Users (DAU) increased 8 per cent to 188 million in Q2 2018, compared to 173 million in Q2 2017, and decreased two per cent in Q2 2018, compared to 191 million in Q1 2018.

“We are excited by the progress we have been making and are optimistic about the opportunities ahead as we continue to invest in innovation. I’m really excited about the progress we’ve been making at Snap, and optimistic about the opportunities ahead as we continue to improve our team, reinforce our culture and invest in innovation. We have focused a lot of our time and effort this past year on developing our team, culture and leadership that we need to rapidly scale our business,” said Evan Spiegel, Snap CEO and co-founder.

Snap’s advertising revenue for Q2 2018 was $260 million, an increase of 48 per cent year-over-year and 14 per cent sequentially, driven by traction in our global online sales business, which includes SMBs and sales partners and strong growth in international countries.

Brand Buzz

A Lighter App

Twitter is now launching its Lite app for 45 countries including India. The Twitter Lite app minimises data usage, loads quickly on slower networks and takes up less space on a user’s device. “We want to make sure that Twitter Lite is accessible to people with data, bandwidth, and device constraints. At an install size of 3MB, Twitter Lite saves data and space, and loads quickly on unreliable networks. As mobile-first users continue to change how we use the Internet, we want to make sure that Twitter is relevant, useful, and dependable,” the company said in a blog post.

Dig The Data

Better Brand Trust 

Brands that dedicated 15 per cent or more of their media budgets to out-of-home (OOH) advertising had a 24 per cent increase in brand trust and 106 per cent increase in perception of brand quality, according to a new study by Rapport, the OOH division of IPG Mediabrands. OOH investments also boosted customer loyalty by 275 per cent, and was related to an effectiveness boost of 31 per cent for online advertising, 80 per cent for paid search and 56 per cent for social media. The study also found that nearly half (48 per cent) of brands were using OOH for brand building and 28 per cent for sales activation; 24 per cent were embracing OOH for both brand building and sales.


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