Facebook and Snapchat are currently in the middle of an all-out war for users, ad dollars, innovation and the coveted crown jewel of the social media empire. Who can ignore the obvious, like introducing stories on Instagram followed with Facebook stories launching just last week?
Snapchat is firing back with a few key changes to step up their ad potential, and this can mean serious trouble for Facebook. Advertisers looking for Snapchat ad exposure will now have access to a state of the art, goal-based bidding tool for app install ads. In short, this new feature will allow the advertiser to identify and target Snapchat users who are likely to install its app. Snapchat is targeting its app install ads, which ask snappers to swipe upwards on full-screen video ads, which uses machine-learning technology. This capability was developed in-house at Snapchat and as of right now is exclusive and unlike any other ad offering.
Peter Sellis, the director of monetization product at Snapchat’s parent company, Snap Inc., told Business Insider in a statement, “We’ve been listening closely to direct-response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction. This is a new, cost-efficient way to drive app installs right from Snapchat.”
These new capabilities will allow advertisers to not only better target users who may be more inclined to use their product but also drive them to download their app. Snapchat has also set a new standard by enhancing how advertisers can get in front of users who have previously interacted with their filters on Snapchat, by allowing advertisers to specifically target these users.
Not only will this mean great things for Team Snapchat ($$$) and advertisers alike, it will make for a much more over-saturated user experience resulting in more targeted ads for users.