Personas Social Inc (PRSNF)

[banx1]

A BLACK HOLE OF NOTHINGNESS
Wow----what a statement from an ad exec describing Snapchat's metrics.
Snapchat has a huge problem when it comes to revenue.
Imagine superimposing the Peeks platform onto Snapchat's platform with their 200 million user base?
What you would get is a social commerce monster of epic proportions.
Now imagine doing the same thing on Instagram.
I believe I've made my point.
Today will be a good day.
Like I've said many times, we are only seeing the tip of the iceberg when it comes to properly valuing the Peeks platform.
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Multiple brand execs have told Digiday that the hardest thing to swallow about Snapchat currently is that in a marketing landscape obsessed, ostensibly, with measurement and transparency, Snapchat worries them because it doesn’t provide the kind of metrics platforms like Facebook and Google do. One small-company marketer said that it’s hard for him to convince his bosses to spend on Snapchat because of that lack of measurement. Another marketer joked that his company should take the money they may spend on Snapchat, burn it, and Facebook Live that experience. “At least I’ll get measurement out of it.”
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Another worry, though, is how much data Snapchat is willing to share about its users. The company claims that according to Nielsen research funded by Snapchat, it reaches 41 percent of 18- to 34-year-olds in the U.S. And, supposedly, the vast majority of its users are under 40. But beyond that level of nuance, things become unclear. One brand-side executive said he asked Snapchat what the breakdown was, and it was closer to 90 percent of those users were between 14 and 22 — not exactly demographics brands what to target. “It’s a black hole of nothingness,” said this executive.




http://digiday.com/brands/snapchat-grows-brands-feel-pain/