SGN's mobile gaming app Cookie Jam has become the first to use an innovative ad format on the Snapchat platform. The Cookie Jam campaign is the first app-install ad to run on Snapchat and features a condensed version of a commercial for the app starring comedian Ken Jeong that ran in September 2015. The Cookie Jam ad ran within the iHeartRadio's Discover channel.
The milestone first use of the app-install ad format on the platform could be the first of many as brands rush to create integrated campaigns that take advantage of the unique reach offered by the Snapchat app. Given that app-install ads have become an important part of advertising on platforms like Facebook and Twitter, the format is sure to quickly become a favorite for apps looking to reach young consumers.
Ephemeral App-Install Campaigns
Cookie Jam is the First to Roll-Out App-Install Ads on Snapchat
Trend Themes
1. Snapchat App-install Ads - Potential for other brands to create app-install ads within Snapchat's platform and reach young consumers.
2. Integrated Marketing Campaigns - Opportunity for brands to create integrated campaigns that make use of the unique reach offered by Snapchat's app.
3. Importance of App-install Ads - App-install ads becoming a crucial part of advertising on social media platforms as they continue to reach a wider audience.
Industry Implications
1. Mobile Gaming - More mobile gaming apps are likely to create app-install ads within Snapchat's Discover channel to reach young consumers.
2. Social Media - Snapchat, Facebook, and Twitter are among social media platforms that will continue to develop and popularize app-install ads within their networks.
3. Advertising - The ability to create integrated campaigns within the unique reach of Snapchat's app presents an opportunity for advertisers to capitalize on this trend.