Snapchat has selected Tyroo, a Smile Group company, as its monetisation partner in India. Through this partnership, Tyroo will drive ad monetisation and infrastructure for Snapchat, fuelling its growth in the APAC region.
Concurrent with this announcement, Tyroo has appointed Akshay Mathur as its Chief Revenue Officer to drive growth through such partnerships. Mathur has been a veteran in the Indian media industry with experience at companies such as Bennett, Coleman & Co. (The Times of India Group), Yahoo! and start-ups like Komli Media, SVG and People Group.
Siddharth Puri, CEO, Tyroo, said, â€śWeâ€™re delighted to work with Snapchat. Our strong local presence and deep market relationships will help support Snapchatâ€™s mission in India. Snapchat is at the forefront of advances in augmented reality as well as performance advertising, and we are eager to bring these offerings to the Indian market.â€ť
Mathur added, "With the advent of cheaper data and high-speed internet access, there has been a steady increase in the adoption of vertical video formats by the Indian online diaspora. We believe Snapchat is positioned very well to capitalise on this shift. Snapchatâ€™s innovative camera and video ad products such as Lenses, Filters and Snap Ads make it a compelling choice for marketers. The products can address both brand uplift as well as performance, which would translate into a massive return on their investments.â€ť
Snapchat reaches over 191 million users globally each day, including millions in India. Snapchatâ€™s users are extremely engaged, spending an average of over 30 minutes on the app every day, and visiting the app approximately 25 times each day. Advertisers using Snapchat have access to robust targeting and measurement capabilities.
Tyroo is a Smile Group company headquartered in Gurgaon and a leader in ad-technology products, including its proprietary platform Vid.ai.
Advertisers can reach over nine million Snapchat users in India.