More than $5 billion was spent on application install and re-engagement advertising in 2016, according to Statista. 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.” Snap Inc. director of revenue product Peter Sellis 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.” Tenjin CEO Christopher Farm added in a release, “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 marketing infrastructure firm Tenjin and deep linking provider Branch.io are joining Snapchat’s Mobile Measurement Partner programme. The partnership will see the two companies work together to develop a mobile analytics platform that can be used by brands across all industries including retail, hospitality, travel, food & beverage, consumer products, financial services, healthcare and more.