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If you use Snapchat, you’ve undoubtedly noticed that the social photo site is increasing its platform advertising. It is, after all, what all of these social media sites need to survive.

But how do Snapchat users view this development? Kinda sideways, truth be told.

“Users see advertising on the platform frequently, but how often do they engage with it?,” asked eMarketer last week. The answer? “Not very often, according to March 2017 research from J.P. Morgan—though Snapchat’s sponsored creative tools appear to be catching users’ attention more than its other ad offerings.”

In fact, more than 50 percent of surveyed Snapchat users in the U.S. admitted that they “never engage” with sponsored filters or lenses on the platform.

Consider this: about 75 percent of respondents said they never “swipe up” on Snapchat ads (Snapchat users use a swipe up motion to request more information or to go to a brand’s website.) Fully 68 percent revealed that they never watch the currently most popular format — video ads — on Snapchat.

User engagement is higher with sponsored filters or lenses, but it’s not exactly good news for Snapchat advertisers.

“Sponsored geofilters and sponsored lenses are harder to scale, and the measurement metrics used to gauge performance are different than standard display or video ad measurement metrics,” said eMarketer principal analyst Cathy Boyle. “That makes it tricky to gauge their effectiveness compared with other ad formats.”

Ad engagement and age appear to be correlated — but not in a good way for advertisers. Recent research from Kantar Millward Brown revealed that only a minority share of young internet users — the Snapchat core user base —said they like any type of digital ad. Basically, young people are unimpressed by ads on both Instagram and Snapchat.

According to eMarketer analysis, about 28 percent of teen and millennial users said they “hated” the ads seen on Snapchat. Twenty percent said the same about Instagram ads.

What we have here is a younger generation not hip to much advertising. Reaching them may be the challenge of the decade.

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