Brands saw similar gains with Snapchat’s on-demand geofilters. The social messaging app is something of a black box, with many of its offerings delivering few KPIs that digital marketers know and love, but a some adventurous marketers are seeing results. It’s a cycle that’s repeated since the dawn of digital, from YouTube to Vine. Even the first banner ad was a gamble. That particular artifact of digital history had a 44 percent click-through rate and a totally unknown path to ROI.