Snapchat considers offering app install ads

Anne Freier

In Mobile Advertising

February 1, 2016

It seems that popular messaging app Snapchat may be jumping on board the app install ad train. Already proving a popular form of advertising for app publishers and developers due to easy measurement of ROI, mobile app install ad revenue is set to reach $5.4bn this year.
Snapchat considering app install ads
According to an article from The Information, Snapchat’s sales team have hinted that they may start selling app install ads soon. Tom Dotan, Reporter, The Information, writes:
tom dotan

“As Snapchat laid out the idea to ad agencies, people would swipe down on a video ad for an app, which would take them to either the iOS or Android app store. These ads could theoretically be placed inside channels within the Discover section or Live Stories.”

Snapchat has been busy expanding its advertising options in order to justify its $16bn valuation. Perhaps turning to Facebook for inspiration, app install ads are of great value. Facebook grew mobile app install ads by 346% during Q2 2015, compared to 2014. App install ads on Snapchat would likely feature on its Discover and Stories portals.
According to a poll by Cowen Group, reported by eMarketer, Snapchat scored highest in a survey questioning senior ad buyers on their preferences for future social networks to advertise on.
Snapchat scores highest for future ad spend
However, whilst Snapchat may be intriguing to marketers, its ad effectiveness hasn’t been proven yet. It’s 100m+ daily active users consuming over 7bn videos look enticing, but campaigns on Snapchat are expensive and they’re value not fully transparent.