Jeremi Gorman
Analyst · Pivotal Research Group. Please go ahead
Thanks, Evan. In Q3, we generated total revenue of $446 million, our third straight quarter of revenue growth acceleration, an increase of 50% year-over-year. Average revenue per user was $2.12 in Q3, an increase of 33% year-over-year and 11% sequentially. I'm confident we have the right core fundamentals to continue growing revenue at a pace significantly faster than the overall digital media industry. Our success is the result of planning, discipline and deliberate decision-making across many teams at Snap who are obsessively focused on ensuring our ad products are innovative and performant, our self-service marketplace is delivering ROI at scale and that our team is operationally set up for success. Because of this, we are able to consistently deliver on Snapchat's large and growing audience worldwide. With the confidence that we can deliver results across advertiser types and locales, we are now fully focused on optimizing and making progress against our ARPU opportunity, which we believe in the short to medium term will be largely driven by advertiser demand. We are driving against 4 key priorities to accelerate growth. First, we will continue to demonstrate the value of our large, unduplicated and otherwise hard-to-reach audience. Second, we will continue to launch innovative ad products that allow advertisers to reach our audience in an effective and immersive way. Third, we will relentlessly deliver ROI and help our advertisers measure their campaigns in the ways most meaningful to them. Finally, we will better service more advertising partners by improving our sales and marketing functions, expanding our go-to-market operations and activating key partnerships. Snapchat helps brands reach millennials and Gen Z, hard to reach and highly coveted audiences. Together, these generations have over $1 trillion in direct spending power, and they are not as active on more traditional advertising mediums. Meaning to reach them, marketers need to find them on immersive mobile platforms like Snapchat. In the U.S., we reached 90% of 13 to 24 year-olds and 75% of 13 to 34 year-olds. Given the uniqueness of our audience, we are seeing outsized impact when it comes to driving incremental reach, even among younger people via their influence on household purchasing decisions in categories like CPG. NCSolutions evaluated how our CPG advertisers in the U.S. are driving off-line sales by appealing to Snapchat users who are not necessarily the primary shopper for their household. The results were compelling. 76% of sales driven by our ads were from households where one of these purchase influencers had been exposed to our ads, and 63% of incremental sales came from households where ads were seen only by a purchase influencer. NCSolutions also found that Snap has been delivering an average return on ad spend of $2.92 across more than 80 studies over 2 years versus the $2.50 return on ad spend norm for mobile advertising. These data indicate the strong influence Gen Z and millennials have over household purchase decisions and the strong on and off-line results our ads are delivering because of it. The continued rise of mobile content consumption, especially on mobile-native premium formats, presents us with a growing opportunity. Our market position as a leading platform focused on premium mobile video provides us better insights and data about what performs well on mobile devices. Nearly all ad formats on Snapchat are video-based, be it Snap Ads, Story Ads or Commercials. And in this past quarter, we doubled down on our video advertising solutions with a robust rollout of new products for video buyers. We extended the maximum length of video ads on our platform, allowing advertisers to leverage videos up to 3 minutes in length. We added this capability to our unskippable Commercials as well, transitioning to a skippable video after the first 6 seconds. In addition, we have developed a product by which advertisers can bid in our auction against the goal of longer form video views. These capabilities together helped Universal Pictures get completed trailer views on Snap up to 9x more efficiently in early testing. This is extremely attractive to large advertisers across verticals like automotive brands and movie studios who have longer stories to tell. As Evan mentioned, we are seeing continued success with our augmented reality platform. We are early in our journey to help brands leverage AR to connect with customers. Self-serve is now the dominant way our advertisers buy AR, which supports the investments we are making to improve Lens Studio and democratize the Lens creation process. In addition, we will continue to partner with creative agencies to take the best learnings from Snap's AR team to teach a broad audience of creative talent what is possible for brand-driven AR experiences. While early, the broad adoption of AR will lead advertisers to grow their investment in our platform as we continue to create engaging new experiences for Snapchatters and reach incremental customers. Driving ROI is the best way to retain advertisers, and we are ensuring that advertisers can optimize their campaigns for the most impactful business outcomes. We are focused on improving advertiser ROI by investing in relevance, optimization and measurement. In Q3, in addition to our new video view optimization, we launched new models for in-app and web purchases, allowing advertisers to better optimize for these results. Based on our initial testing, for app-based purchases, these improved optimization models drove 71% more purchases and a 23% lower cost per purchase compared to the previous model. This translated into 32% higher revenue with only 11% more impressions. This means we simultaneously increased revenue, yield and advertiser ROI. Maria Milenkova, Senior Acquisition Manager at Starling Bank, a mobile-only, U.K.-based bank, explained, "By optimizing towards app purchases, people who are most likely to download and make a purchase, Snap was able to drive 17% of all paid app installs for Starling Bank. Snapchat has proved to be an efficient and scalable partner for us, achieving a 61% lower cost per install compared to other platforms." Our advancements in optimization, coupled with the launch of product catalogs earlier this year, have set us up for our latest offering just in time for the holiday season: Dynamic Ads, which we started testing this past month and announced publicly just a few days ago. We now dynamically generate ad creatives based on product catalogs in combination with our optimization engine. Although it's early, we're seeing promising results. Princess Polly, an online fashion boutique, stated, "While we previously found success with Snap Ads, we loved the idea of combining personalized creative with promotional messaging to drive purchases." At this time, we are seeing our Dynamic Ads campaign drive a 66% decrease in cost per purchase and a 171% increase in return on ad spend compared to similar product-focused campaigns running in the U.S." As we've shared over the past several quarters, in order to better service our advertisers, we have completed our sales reorg in both the U.S. and international markets, and we are already seeing strong results across vertical cohorts and countries. With our sales team set up for operational success, we will now have the ability to be strategic in how we choose to prioritize advertisers, on which verticals we focus and how we will drive go-to-market strategies to improve advertiser demand. For example, for our entertainment partners, we've added new measurement tactics and direct-to-ticketing calls to action so they cannot only ascertain how a film is tracking but also how they can directly attribute advertising on Snapchat to ticket sales. We have also seen strong growth with more always-on advertisers in our enterprise segment as a result of our new sales team reorganization. With this vertical-focused structure now complete internationally as well, our advertising business is set up to be a fast follow to the community growth we are seeing outside the U.S., something our advertisers are seeking. Our community grew 10% in Europe and 30% in rest of world year-over-year. We've been hearing from our brand partners that many of them are interested in broadening their reach into markets where we are seeing growth in order to continue to invest in the future of their businesses, particularly in verticals such as CPG and travel. Emirates Airlines recently used Story Ads to drive 50% more efficient cost per flight search versus other platforms. Boutros Boutros, the CMO of Emirates Airlines, said, "Emirates achieved excellent results with Snapchat by adopting a media strategy that allowed us to deliver performance that exceeded our expectations. Using Snap's targeting products, Emirates was able to reach travelers that expressed a high level of travel intent, which yielded outstanding results in driving interest for seat bookings." We believe our advertising platform provides a compelling opportunity for businesses of all sizes to grow, and we work with strategic partners in order to onboard new, high-quality advertisers that increase the diversity of our customer base. We continue to see success from our Shopify partnership, allowing e-commerce brands to reach incremental audiences at scale and efficiently gain new customers. We will continue to build similar partnerships globally in which we are able to form symbiotic relationships with partners who interface with businesses at scale, giving them the tools and support to market to businesses on our behalf. In addition to these new partnerships and opportunities, our advertising continues to work for the most established brands in the world. L'Oreal Paris, part of L'Oreal USA, looked to Snapchat to recruit new customers and drive short-term sales for the Colorista hair color franchise. L'Oreal Paris was not only looking to launch a new product but also establish a whole new category: hair makeup. Snap worked with L'Oreal Paris and the agency of record, Wavemaker, to develop a strategy rooted in best practices. The campaign leveraged multiple ad products across Snap, including our nonskippable Commercials ad product, and they exceeded expectations, delivering a return on ad spend nearly 2x higher than beauty category norms. Delivering strong ROI for our advertisers is one of our most important goals. This goal dictates how we organize our teams, our strategy and our vision. And executing against this goal is how we will accomplish our ARPU goals in the coming years. Strong ROI leads to growing budgets, more advertisers, stronger retention and continuous renewals. Ultimately, advertisers set their budgets based on 2 things: performance and partnership. We deliver on performance no matter how advertisers measure results, be it direct sales, brand affinity or app downloads, and we are focused on improving every day. Our ability to provide insightful direction on how to engage 13 to 34 year-olds worldwide make us the go-to partner when companies determine how their brands will best resonate with this critical and growing audience. It is because of this combination of performance and partnership that we are succeeding across sectors. We are not just winning with your typical youth brands, but we are also earning budgets and trust from the world's most sophisticated marketers. As you've heard, we're seeing continued success in the CPG category where our partners are voting with their dollars. Across beauty, beverage, grocery and more, advertisers are turning to Snap to win the hearts and minds of the world's 13 to 34 year-olds. We see this as a broad and continuing trend and are well positioned to continue to win across multiple categories as this audience becomes even more critical to marketers. We are only at the beginning of realizing our full potential, and I am thrilled that we have the teams, the structure, the products and the audience to continue succeeding for years to come. And now I'd like to turn the call over to Derek to discuss our Q3 financials. Executive