Research from JP Morgan has identified the most engaging ad format on Snapchat. The study found that sponsored filters were the most successful, with 49% of users engaging with the ads. This compares to just 32% of users who engaged with video ads on the platform, and 27% of people who engaged with 'swipe up' ads. eMarketer commented on the findings, saying that even though filters were more successful, they are “harder to scale”, presenting problems for advertisers.
