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Snapchat enters into a strategic partnership in India with Tyroo

Tyroo, a Smile Group company, has forged a strategic partnership with Snapchat as their monetization partner in India. Through this partnership Tyroo will drive ad monetisation and infrastructure for Snapchat, fuelling its growth in the APAC region.

Regarding this new partnership Siddharth Puri, CEO, Tyroo (pictured) said, “We’re delighted to work with Snapchat. Our strong local presence and deep market relationships will help support Snapchat’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.”

Concurrent with this announcement, Tyroo has also appointed Akshay Mathur as its Chief Revenue Officer to drive growth through such partnerships. Akshay has been a veteran in the Indian media industry with experience at companies such as the Bennett, Coleman & Co. (The Times of India Group), Yahoo! Inc. and start-ups like Komli Media, SVG and People Group.

Speaking about the development, Mr Mathur said, “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 capitalize on this shift. Snapchat’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.”

Geoffrey Reed, Snapchat’s Head of International Expansion, says, “This strategic partnership with Tyroo will allow us to bring Snapchat to more advertisers in India, and help them see the value in connecting with our highly engaged users through the most fun and effective ad products on the market. We are confident that Tyroo will be an excellent partner in helping us to expand our advertising business in India.”

Snapchat reaches over 191 million users globally each day, including millions in India. Snapchat’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.