March 24, 2017

Snapchat turns to Lenses to capture advertising revenue

03 February 2017, 12:43 | Felicia Christensen

Facebook has been promoting a flashy ad campaign for live video around the

Facebook has been promoting a flashy ad campaign for live video around the

Snap Inc., the Venice, California-based maker of the popular Snapchat messaging program, this evening filed an S-1 application with the Securities & Exchange Commission for an initial public offering, as widely anticipated.

"We have incurred operating losses in the past, expect to incur operating losses in the future, and may never achieve or maintain profitability", Snap said in the filing.

The highly anticipated IPO is expected to be the one of the largest since Alibaba Group raised $22 billion in going public in 2014. On the advertising side, Snap recently struck a deal with 4C Insights, a provider of multiscreen data and media tech solutions, to enable brands and agencies to manage Snapchat ad placements from an external self-serve platform.

Snap will be listing on the New York Stock Exchange under the ticker of - gasp - "SNAP".

An IPO is a bold step for a company that began while CEO Evan Spiegel was still an undergraduate at Stanford University. In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones. "This means that we are willing to take risks in an attempt to create innovative and different camera products that are better able to reflect and improve our life experiences".

In terms of the two numbers everyone was looking for - revenue and daily active users - Snap said that for the year ended December 31, 2016, revenue totaled $404.5 million while daily active users averaged 158 million.

While it's the most high-profile public debut the tech industry has seen lately, the amount of money Snap wants to raise pales in comparison to tech's last big IPO, from the Chinese e-commerce giant Alibaba. Facebook comes in second, after raising $16 billion in 2012. And it especially banked off its users in North America, each of whom converted into $2.15 in revenue for the company, up 231 percent year-over-year from $0.65.

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