Snapchat has ran its first app-install ad, signaling a move towards scaling up the data it can offer to advertisers.
The image-sharing app has apparently been eyeing up the format for some time in a bid to catch up with Facebook and Twitter. Its first foray into install-ads came yesterday (4 February) with an ad for SGN's mobile game Cookie Jam.
According to Adweek the spot could be viewed within iHeartRadio's channel in Snapchat's Discover section.
The commercial is a shorter version of the brand's TV ad (below), which stars The Hangover's Ken Jeong as a giant cookie.
The promo invited users to swipe their screen to download the game, directing them to the App Store.
Mobile app-install ads could be a big moneymaker for the brand, with a report from Business Insider predicting that ad spend on the format could reach $5.4bn in the US alone by 2016. Additionally, Snapchat will now be in a position to serve data to brands around how many people have downloaded an app.
The platform will also be looking to gain ground on its rivals. Back in September Twitter implemented autoplay video in its app ads for the first time, while Facebook also launched the ads last year to make it easy for users to discover and download new titles.
Snapchat has been hot on Facebook's tail of late, back in January leaked screenshots hinted at a slew of new features designed to revamp its chat offering and bring it closer in line with Facebook's Messenger product.