Snapchat is taking a deeper step into direct response marketing with ads that are billed based on consumer actions, not just views.
The new approach to billing is another sign that shopping is coming to the platform, according to sources briefed on the plans. First, starting in April, Snapchat will start selling its app-install ads on a cost-per-install basis, a source close to Snapchat said. Next, coming in the late second quarter or early third quarter, Snapchat plans to allow advertiser to link out to their own sites. That’s expected to be a boon to product-minded advertisers. (Snapchat declined to comment.)
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