In the second half of 2015, Snapchat took steps toward becoming a legitimate advertising platform. Granted, even before Snapchat began offering paid placement options, brands were using the mobile-messaging-app-turned-content-discovery platform to reach audiences.
This year, Snapchat is on the verge of going mainstream and mature even more as a marketing platform. However, according to Lynn Morton, strategy director at the R2Integrated marketing agency, thus far, publishers are the only ones that have truly gone “all in,” particularly on the Discovery channel.
