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Snapchat's 'X-Men: Apocalypse' deal could bring more advertisers to the app
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Snapchat has debuted a new ad campaign that lets moviegoers buy tickets for "X-Men: Apocalypse" right through the social media app.
Users can buy the tickets by swiping up on a 3Vi ad, a vertical video ad that appears on both the Live and Discover portions of the app. This action would redirect the user to a Fandango or Movietickets.com store inside Snapchat.
This deal is extremely significant for Snapchat, most notably because the ad campaign functions at each stage of the purchase funnel. It creates awareness about the movie at the start and allows customers to purchase tickets for it at the end. This type of campaign is similar to the buy buttons on Facebook, Twitter, Pinterest, and other social media apps.
This is also the first time Snapchat has ever allowed the purchase of movie tickets on its platform, which could open the door for other advertisers who want to sell their products through the app. Snapchat has been building out its e-commerce functionality, a sign that it wants to reach a point where it can rival Facebook, Messenger, WeChat, Tencent, and Line in this regard.
Finally, the 3Vi integration provides a way for the advertisers to clearly and accurately track their ROI.
Will McKitterick, senior research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on messaging apps that takes a close look at the size of the messaging app market, how these apps are changing, and the types of opportunities for monetization that have emerged from the growing audience that uses messaging services daily.
Here are some of the key takeaways from the report:
Mobile messaging apps are massive. The largest services have hundreds of millions of monthly active users (MAU). Falling data prices, cheaper devices, and improved features are helping propel their growth.
Messaging apps are about more than messaging. The first stage of the chat app revolution was focused on growth. In the next phase, companies will focus on building out services and monetizing chat apps’ massive user base.
Popular Asian messaging apps like WeChat, KakaoTalk, and LINE have taken the lead in finding innovative ways to keep users engaged. They’ve also built successful strategies for monetizing their services.
Media companies, and marketers are still investing more time and resources into social networks like Facebook and Twitter than they are into messaging services. That will change as messaging companies build out their services and provide more avenues for connecting brands, publishers, and advertisers with users.
In full, this report:
Gives a high-level overview of the messaging market in the US by comparing total monthly active users for the top chat apps.
Examines the user behavior of chat app users, specifically what makes them so attractive to brands, publishers, and advertisers.
Identifies what distinguishes chat apps in the West from their counterparts in the East.
Discusses the potentially lucrative avenues companies are pursuing to monetize their services.
Offers key insights and implications for marketers as they consider interacting with users through these new platforms.
To get your copy of this invaluable guide, choose one of these options:
Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. >> START A MEMBERSHIP
Purchase the report and download it immediately from our research store. >> BUY THE REPORT
The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of the future of messaging apps.
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