eMarketer expects Snapchat’s US ad revenues will total $642.5 million this year. That’s down from $770 million eMarketer predicted in March 2017, and from $805 million forecast in July 2016.
However, eMarketer expects strong growth over the next two years, with US ad revenues topping $2 billion by 2019. That’s down from eMarketer’s March 2017 forecast of $2.2 billion for 2019.
Snapchat is still on track to surpass Twitter in US ad revenues next year. eMarketer projects Snapchat will rake in $1.18 billion in revenues, vs. $1.16 billion for Twitter. In 2019, Snapchat will pull well ahead, with US ad revenues that will nearly double Twitter’s.
By comparison, Instagram is already well ahead of Snapchat in the US, and will continue to widen that gap over the next few years. eMarketer estimates Instagram will bring in just over $3 billion in US ad revenues this year, rising to $6.84 billion in 2019.
Despite all of its improvements in ad products and measurement, Snapchat remains in the experimental bucket for many marketers. They give it high marks for its creative possibilities and its ability to attract a youth audience, but many have yet to make it a must-buy. Read the rest at eMarketer.