Oh, Snap! Snap Inc. Snaps Back with 4Q Results

09 February, 2018, 04:05 | Author: Archie Newman
  • Will Snap Have More Bad News When It Reports Earnings?

"Additionally, we believe that the redesign has also made our application simpler and easier to use, especially for older users", Spiegel writes.

Not only is the equation simple; it's successful. Because that's exactly the Facebook and Google playbook. The business had revenue of $207.90 million for the quarter, compared to analysts' expectations of $236.71 million. However, even if it hits that number, it would still represent the sixth straight quarter of year-over-year revenue growth deceleration.

Snap also has to contend with its biggest competition in the form of Instagram, which seems hell-bent on making sure that the selfie-sharing app gets buried and forgotten.

Another feather in Snap's cap: Average Revenue Per User, which came in well above the $1.36 ARPU analysts expected. In the last quarter, Snap lost $443 million, up from the $124 million it lost in Q3 2016.

However, the broader availability of Snapchat's inventory has corresponded with a reduction in the value of each ad.

FBN Securities analyst Shebly Seyrafi raised his price target on Snap to 18 from 15 and maintained a sector perform rating. And they are. The average price of a Snap Ad declined by nearly 70 percent year over year. The company was sentenced to have lackluster performance and continue their sluggish trend; furthermore, the company's redesign managed to help the surge.

Programmatic ad buying lowers advertisement rates due to its efficiency, but the company was able to balance it by adding more advertisers on-board.

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To that end, Snapchat is winning over the smaller brands.

Snap continued the practice of not providing explicit guidance but did point out that despite business progress, growth should slow in the first quarter.

"Our business really came together towards the end of past year", Spiegel said in remarks prepared for a conference call with analysts. They need to offer improved viewability metrics for marketers if they want to increase their ad revenue and be successful moving forward. Spiegel announced that the redesign will launch to all users during Q1 this year.

Still, Snap has a long way to go in its turnaround.

While Snap Ads generate the most revenue in total, Snapchat's Sponsored Lenses and Sponsored Filters - collectively called its Creative Tools - rake in more money per ad. It allows speculators to sell first and buy later hoping shares fall for them to buy back lower. But that is changing. This represented 4.5 million new DAUs, or growth of about 17% year-over-year, but just 3% sequential growth.

However fast Snap is growing, it still has the world to conquer.

Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. A born-and-raised Angeleno who graduated from New York University, he now lives in Los Angeles.He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch.

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