As Snap struggles to reverse slowing growth and improve its advertising business, parts of the company are operating with a "code red" mentality and more aggressively working to entice older users to join Snapchat.
Advertising is operating in a "code red" mode, one of the people said, with workers and ad engineers on related projects pulling long hours to bring more effective direct ads to Snapchat. Direct response is a type of ad that prompts a user to do something, like click a link, which gives advertisers a better idea of how well their marketing is working.
As part of Snap's push for cash flow and profitability, it has revived an initiative and given it a new name: Age Up.
The thinking behind Age Up is that older users are easier or more likely to monetize than younger users, one of the people familiar said. Age Up is just one of the internal projects Snap has started to reenergize use of, and revenue from, the Snapchat platform.