Can Snapchat Be the Television of the Future?

I just don't think that seeing an ad on Facebook is contextually worse than seeing it on Snapchat. I'm already in entertainment mode. Since they're doing brand ads and you have the opportunity to create a much more rich advertisement, that it makes it a more valuable brand platform because you don't actually care about that granular of targeting. And now it's a race to what platform can effectively steal from television advertising. Can they be the television of the future?