Following the launch of advertising on Snapchat, the company was criticised for the lack of ad performance metrics. Now, Snapchat sources say it has partnered with mobile marketing company Tune, to provide app analytics. Tune In-App Analytics offer data on user behaviour, demographics and location and track downloads of an app to enable marketers to measure campaigns more effectively.
Tune Marketing Console In-App Marketing dashboard
Whilst both companies declined to comment, a source confirmed:
“It’s a natural progression for Snapchat – they see that this is a success that Facebook had.”
Over the last few weeks, eCommerce retailers Spring and Gametime as well as Nike have been rolling out in-app ads on Snapchat. There are rumours that the popular messaging service may be looking to “morph into an eCommerce platform” to allow people to buy directly via Snapchat, according to Joanna Coles, Board Member, Snapchat.
Ads are priced on a Cost-per-View basis with the average view costing $0.02-$0.03 to reflect Snapchat’s addition of basic targeting for ads in Discover.
According to sources close to the company, Snapchat is also in talks with mobile attribution analytics company Kochava.
Jeremy Sigel, Director of Mobile for North America, Essence, a digital agency, explains:
“Everybody in the industry is integrated with one of those partners – you really have to be [in order] to understand attribution to your business. So the fact that Snapchat is now integrating with those partners shows that they’re real now, and they’re going to be on par with Facebook and other publishers.”
For Snapchat, expanding its ad features to compete more effectively with Facebook and Google is a necessary progression in order to attract new advertisers. Measurement is an essential part of managing a mobile ad campaign and is likely to help attract larger ad spend.
Amy Worley, MD of channel activation at VML, added:
“When you’re looking at awareness and sheer reach, you’ll probably be pretty happy with just having access to that younger audience. But for a lot of advertisers, they’re going to be waiting for more data about how people interact with it, how many people really viewed it until the end. With app installs, they’re going to see how many people have actually downloaded an app – that’s when it starts to get real.”