Snapchat Has Been Working Hard to Catch up in Revenues with Mobile Advertising Giants Facebook & Instagram. By Adding More Brands to Its Mobile Measurement Partner Program, Snapchat Seems Confident in Achieving Just That
Snap Inc’s Snapchat will be adding Tenjin and Branch.io to its Mobile Measurement Partner Platform. This is being considered a highly strategic move by Snapchat to be at par with rivals, Facebook and Instagram. While Instagram is a part of Facebook (purchased at $1 billion in 2012 by the latter), its independent revenues have been soaring since the beginning. Although Snapchat has a long way to go, the company seems confident with Director of Revenue Product, Peter Sellis, stating, “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.”
A little over $5 billion dollars were spent in the year 2016 on applications and advertising. Snapchat has millions of active users on its platform. As such, the growth potential becomes tremendous. The acquisition of these two companies will help Snapchat perfect its in-app advertising endeavors.
Tenjin’s CEO, Christopher Farm, added to Peter’s earlier comment by saying, “With 188 million unique users on Snapchat every day, it’s more important than ever for marketers to apply high-quality analytics and growth data to their Snapchat advertising campaigns. We are excited to join forces with Snap Inc. as a Mobile Measurement Partner, allowing marketers to optimize their campaigns for maximum return on investment by tracking performance at a depth and granularity that is unprecedented in the industry.”
Mobile Management Program Partners have been a key in the past for companies such as Facebook, which is now considered a benchmark in online advertising. Tenjin specializes in attribution and growing robust infrastructure around the mobile advertising space. Branch, on the other hand, is known for its deep linking capabilities. Both these companies, along with Snapchat’s existing metrics and analytics ecosystem, will provide accurate and granular insights.
Also Read: G Suite’s Gmail Rolls out with New Features
Ran Milo, Vice President of Marketing, at ad automation platform provider and Snapchat Mobile Measurement Partner, Bidalgo, touted app install campaigns on Snapchat, saying, “It’s been our experience that the better informed a user is prior to installing and opening an app, the more value they’ll generate after install. We’ve seen notably higher ARPU (average revenue per user) metrics when taking care to develop story campaigns that reflect the in-app user experience as accurately as possible. It’s an effective way of ensuring that a minimum number of users arrive in the app only to discover that it’s something entirely different than what they expected, potentially leading to immediate churn.”
Clearly, Snapchat is convinced that granular data and pinpoint data analysis is a strategically correct method to drive mobile advertising.
Recommended Read: Marketing Technology Bulletin Covering the Week Gone By