Even though there was some initial resistance over the high fees, Snapchat’s advertising program has taken off over the past year, drawing in a number of partners like Sony. Considering how it gets four billion daily views from users, it’s not hard to see why.
Now the popular app has begun moving to app install ads, and it could pay off big time. AdWeek reports that the company has introduced the first direct app-install ad on the service: SGN’s mobile game Cookie Jam.
Running on iHeartRadio’s Discover channel, it’s a shorter version of a popular ad featuring Dr. Ken actor Ken Jeong dressed as a cookie, succeeding in entertaining a trio of bored ladies at a salon with ready-to-play copies of Cookie Jam.
The company only began looking into the potential of app-install ads last week, enabling users of the app to swipe down on a video for a relevant link to the app being advertised. The ads make it convenient for apps to be downloaded, as users would not need to leave Snapchat to do so.
Snapchat isn’t the first big player to take advantage of the app-install ads, as Facebook dominated with it over the past few years. However, considering its immense user base, it’s a service that makes for an easy fit, and it may even bring in a few potential mobile game companies as partners in the process.
The social sharing platform has become quite serious about measuring the success of advertising on its app, creating an API that will help brands see how successful a campaign can be. App-install ads could play a huge part in that, especially with a higher rate of downloads from Snapchat users.
Like the snacks that Cookie Jam advertises, that’s bound to be sweet news for partners.
