Sep 21, 2017

Young, engaged users show bright spot for Snap

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Snapchat has more reachable 13- to 17-year-olds than Facebook or Instagram, according to a new analysis by MarketingLand. This means that advertisers have more opportunities to reach that demographic with ads on Snapchat than they do on rival properties, like Facebook or Instagram.

Why it matters: "Reachability" or in technical advertising terms, "addressability," is crucial to advertisers because it reflects the number of users active enough to be reached by ads. While Snapchat overall is often compared on global figures to Facebook, when looking at the U.S., their Snap Ads manager tools show twice as many reachable users when it comes to 13- to 17-year-olds than Facebook and Instagram, and nearly as many when it comes to 18- to 24-year-olds.

How "reachability" works: Opportunities to target users increase the more time a user spends time on the platform. Snapchat has been touting engagement metrics for years for this very reason, and those metrics have grown steadily over the past year, especially among younger users. Users under 25 now spend up to 40 minutes per day on the app, and all users average over 30 minutes. By comparison, users under 25 spend more than 32 minutes a day on Instagram, on average. Snapchat also has a high density of users in the U.S. and Canada and Europe, an area in which broadband and connectivity rates are high and users have the bandwidth to be served more ads.

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Scoop: Top NSC official reassigned to Energy Department amid "Anonymous" fallout

Photo: Mark Wilson/Getty Images

Deputy national security adviser Victoria Coates will be reassigned as a senior adviser to Energy Secretary Dan Brouillette, the National Security Council said Thursday — and a senior White House official said that the administration "rejects" the rumors that she is "Anonymous."

Why it matters: Coates has battled claims that she is the still-unknown Trump administration official that penned a New York Times op-ed and book critical of President Trump.

The Fed may be setting the table for 2020 rate cuts

Illustration: Sarah Grillo/Axios

The Fed looks to be laying the groundwork to lower U.S. interest rates this year, just as they did in April 2019 before cutting rates in July, September and October.

Why it matters: A Fed rate cut makes taking on debt more attractive for U.S. consumers and businesses, helping to juice the economy, but also puts the central bank in a weaker position to fight off a potential recession.

Morgan Stanley to buy E*Trade in a $13 billion deal

Photo: Rafael Henrique/SOPA Images/LightRocket via Getty Images

Morgan Stanley is planning to buy E*Trade Financial Corp. in a $13 billion all-stock deal, the Wall Street Journal reports, with plans to acquire the company known for helping everyday Americans manage their money.

Why it matters: The deal, which would be the largest by a major American bank since the financial crisis, signals Morgan Stanley‘s desire to bulk up in wealth management.