Undervalued Snapchat Worth Another Look, Says Study

A new study from Measured, reported by Forbes, argues that Snapchat remains an undervalued advertising platform for retailers and brands. Despite accounting for only 5% of social ad spend among 130 ecommerce brands studied, Snapchat delivers a median incremental return on ad spend (iROAS) of $2.84, 19.3% higher than the blended social advertising average. The platform's recent innovations, including goal-based bidding, AI-powered automation, and Sponsored Snaps, have driven an 11.1% increase in adoption and a 36.2% rise in iROAS among Measured customers. Snapchat executives highlight the platform's unique audience, with 92% of users involving friends in shopping and 73% recommending brands. Retail expert Sonia Lapinsky notes Snapchat's strength in reaching younger consumers, as teens spend five hours daily on social media, with Snapchat ranking third. The study also identifies a significant halo effect, where Snapchat advertising boosts performance across search and other social channels, offering outsized returns for brands willing to invest.