The days of cheap or free customer acquisition are over. Google ads are highly competitive, Facebook is pay-to-play, and Instagram ads are here to stay. And now Snapchat has launched an enormous advertising push aimed at increasing its annual revenue from $59 million to $1 billion by the end of 2017.
It is no coincidence that all of these platforms are mobile-first.
Marketing revenue is the bread and butter for each of these companies, and the success of their advertising initiatives depends on their ability to quantify ROI for brands.