Snapchat is rising to the challenge presented by Instagram and other similar services, by advancing its app install technology, according to The Drum. Snapchat’s new app install tools are designed to help brands understand how their ads perform on the social network, so spending can be properly evaluated.
Peter Sellis, director of revenue product at Snap Inc, said:
“Snapchatters are a highly engaged group interested in trying new things. There’s an appetite for app discovery on Snapchat, and our team has doubled down on building tools for those advertisers. With this launch we can now offer more granular metrics and new ways to reach the right audience, and we’ll continue to do more.”
The tools and data include download measurements, post-install event data, and performance data related to how individuals are using apps downloaded through Snapchat.