Excerpt: “They were selling to us that Snapchat was, ‘Hey, you could reach everybody.’ Everybody knew that really wasn’t the case,” said Jim Cridlin, global head of innovation and partnerships at media agency Mindshare. Instead of saying advertisers don’t need Facebook, Snap recently has changed its tune. “They’ve realized, ‘We’re not going to sell that way. The story we can tell is the incremental reach we can bring to those other platforms,’” Cridlin said. “Focusing on Gen Z and acknowledging that’s where their strength is has helped media buyers get their head around where Snap fits…They’ve been a lot more honest.”
Read more in Fortune here, or the full piece in CNBC (from where it’s sourced) here.
