Snapchat has yet to make the money that it's been banked at ($10 billion on paper). However, this could be the chance for the gap to close.
Snapchat presented a new concept called "Our Story" back in June of 2014. "Our Story" is a way for users to congregate their snaps at certain events and be collected a in feed format. For example, people can take snapchats of a particular football game and snaps will be added to an events feed for user contact's friends. Users can then view the event as a whole and see all the snapchats collected in that time frame.
The beauty of this is that Snapchat is starting to go into a different perspective of social media. Rather than temporary snaps, Snapchat is branching into stories/memories, to make Snapchats more meaningful and perhaps make the userbase more sticky. With this new program, Snapchats will be looking for sponsors of the "Our Story" feeds. Discussions are taking place with large advertisers who can sponsor a "Story" through presenting their logo on a relevant topic.
Source: http://adage.com/article/digital/snapchat-discussing-ad-type-similar-live-tv/295700/
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