Advertisers in the Middle East and North Africa spend more on social than on any other digital ad format. In 2020, $1.73 billion went to social advertising, more than double what the next biggest format, video, brought in.
By contrast, it grew by 3 million DAUs in Europe (including Russia and Turkey) and 12 million in the rest of the world. What it means for marketers: Snapchat’s business focus remains squarely on Gen Z and Millennials, even though its fastest growing US age group is 35 to 44. It’s good news, then, its lock on the teen and young adult audience remains solid for the time being.