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Snap claims 19.3% higher ad returns than rivals, figures questioned

Original: Snap claims 19.3% higher iROAS than social in new budget campaign: Nearly one billion users and a Measured study anchor

Snap is pitching advertisers with a claim that its ads deliver 19.3% higher incremental return on ad spend than social media alternatives, citing nearly one billion users and a study by measurement firm Measured ahead of budget planning season. But a footnote in the same September 30 pitch to media planners cites 12.9%, and advertising industry observers are asking exactly which figure covers which comparison and measurement conditions.

Why now: The discrepancy between the headline 19.3% claim and the 12.9% footnote is drawing scrutiny from advertisers weighing holiday budget allocations.

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Evidence

• Snap claims 19.3% higher iROAS than social in new budget campaign: Nearly one billion users and a Measured study anchor Snapchat's September 30 pitch to media planners, but its footnote cites 12.9%. Which figure covers what? https:// ppc.land/snap-claims-19-3-high… · ppcland · 2

API: https://socialmediatrends-api.osmike.com/v1/trends/1891454