Snapchat users see advertising on the platform frequently, but how often do they engage with it?
Not very often, according to March 2017 research from J.P. Morgan—though Snapchat’s sponsored creative tools appear to be catching users’ attention more than its other ad offerings.
More than half of US Snapchat users surveyed said they never engaged with sponsored filters or lenses on the platform. While that number is substantial, it’s smaller than the proportion for other ad interactions.
For example, nearly three-quarters of respondents said they never swipe up on Snapchat ads. (Users swipe up to get more information or to go to a brand’s website.) Another 68% said they never watch video ads on the platform. Read the rest at eMarketer.