How to Succeed with Snapchat Advertising: Iterate, Iterate, Iterate

Despite wavering ad performance and other challenges—not to mention fierce competition from other social platforms—Snapchat’s innovative features and young user base continue to attract advertisers. eMarketer's Tricia Carr spoke with Simon Lejeune, head of user acquisition at flight- and hotel-booking app Hopper, about the success of its direct-response campaigns, and why the company will continue to invest in Snapchat advertising.

Snapchat has been moving fast from their brand-awareness model to a more direct-response model where advertisers care about ROI [return on investment] more than eyeballs, which is where we are.