Magazine article Variety

Snap or Pass?

Magazine article Variety

Snap or Pass?

Article excerpt

Snap Inc. made a big splash last week with its filing for an IPO from which it expects to raise $3 billion in the spring. The offering will reportedly value the Venice, Calif.-based company, parent of social platform Snapchat, at up to $25 billion, making it the biggest IPO since Alibaba's in September 2014. So what's the potential for investors? - Carolyn Horwitz

Rewards

Ad revenue Snap's 2016 revenue was up nearly sevenfold from 2015, to $404.5 million. Because the bulk is from North America, there is opportunity for international growth. The company also expects to capitalize on the expansion of the mobile ad market, projected to triple in size by 2020.

User base and engagement At 158 million active daily users, the base was up 48% and concentrated in the coveted 18- to 34-year-old demographic. The average active user visits Snapchat more than 18 times per day. …

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