Snap Inc. (SNAP), the maker of Snapchat, the disappearing-message app, has been courting advertisers as it aims to boost its revenue, but the ability to skip ads within its platform could pose a problem for those efforts.

While its social media competitors will force users to sit through advertisements and give marketers more control of where their ads are placed, Business Insider pointed out that with Snap’s Stories users aren’t forced to view ads, and even with campaigns such as Taco Bell’s recent one in which users could turn themselves into virtual tacos, it's easy to turn the brand’s filter off.

It's not surprising the company would enable ad skipping, since many of its Millennial customers are already accustomed to shutting out the marketing noise, but as it aims to court advertisers to boost its stock price, it does pose a challenge. For its first quarter, which it reported in May, the social media company had slower-than-expected growth in its users and revenue that missed Wall Street’s views. For the quarter ending in March, Snap reported revenue of $150 million, which was lower than the $158 million analysts were looking for, according to Thomson Reuters. Daily active users for the quarter came in at 166 million, lower than the 167.3 million expected. Its net loss was wider thanks to the $2 billion Snap spent on stock-based compensation following on the heels of its initial public offering. (See also: Snap May Soon Fall Below its IPO Price: Analysts.)

Snapping at Their Heels?

According a recent survey of marketers by Social Media Examiner and charted for Business Insider by Statista, only 7% used Snapchat in the first quarter of this year. Facebook was used by 94%. Twitter Inc. (TWTR) and Pinterest were also able to surpass Snap when it came to luring advertisers during the first three months of the year. One of the alleged reasons for the lack of ads on a hugely popular social network for young people is the simple fact that advertisers don’t use it themselves. Ad executives and marketing professionals presumably prefer Facebook and therefore understand how to promote brands on it. (See also: Google and Facebook Run 57% of All Digital Advertising Worldwide.).

Marketers have been going after a native advertising strategy when it comes to Snap, designing ads that look like other videos shared on the platform. An unnamed ad buyer told Business Insider the completion rate with ads is lower than its rivals, but others say it’s less about Snap specifically and more about wider media trends. "It's simply an outgrowth of their platform, in that you are a thumb click away from something else," said David Cohen, the North America president at the ad agency Magna Global, in the report. "The idea of ad skipping is a reality. Period. Full stop. With Facebook's News Feed it's the same thing. Or on YouTube, how often do you hit the skip button right way?"

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