Gametime

Snapchat Launches App Install Ads to Challenge Facebook

Snapchat is introducing App Install Ads in beta, enabling advertisers to target users likely to download apps. The ad format requires users to swipe up to view the full ad and is powered by Snapchat's in-house machine learning technology, used within a bid-for-installs auction to drive cost-efficient installs. Early test partner Gametime reports comparable results to other major platforms, with a cheaper cost per install. The Market appears to be growing, with analysts projecting substantial US revenue potential for app-install ads; Business Insider Intelligence cited a multi-billion dollar US market by 2020. Snapchat reportedly generated about $404 million in ad revenue last year. The company has also engaged Oracle Data Cloud since January to target ads based on real-life purchases, alongside a network of 15 external partners selling inventory.

Is There A Future For The Combo Of Content And Commerce?

This piece analyzes the viability of the content-commerce model for publishers and retailers. It cites Goop from Gwyneth Paltrow as a success story—newsletter, website, online store and an upcoming beauty line, with a $10 million Series A led by New Enterprise Associates in August. Lena Dunham’s Lenny Letter has launched an online shop, while peers such as Refinery29 moved away from commerce and Nasty Gal faced early challenges. Thrillist Media Group acquired JackThreads in 2010, later split into separate companies in October, and Thrillist raised $54 million from Axel Springer as part of the split, while JackThreads secured a further undisclosed round from Oak Investment Partners. Bleacher Report’s Team Stream app partnered with Gametime to let users buy game tickets directly from the app (September). The article argues that true commerce requires long-term, value-added editorial and transparent integration rather than just buy buttons.