Snap Inc., Snapchat’s parent company, is targeting Facebook with the introduction of its new app-install ads. This new ad format is the latest in a string of new social features that have been announced across the industry this quarter.

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App-install ads offer users the ability to quickly install mobile apps directly from the ad. In Snapchat’s case, the user will simply be able to swipe up on the video ad to be taken to the app installation page. In a statement to Business Insider, director of monetization product at Snap Inc., Peter Sellis, said that “[Snapchat has] been listening closely to direct-response advertisers and [is] excited to announce the ability to ‘bid for installs’ in our auction.”

The new ad format will allow companies that have identified app-installs as a key goal of their advertising campaigns to specifically target the users who are most likely to install the app through goal-based bidding. Previously, Facebook dominated the social network app-install space. These ads may also prove a great fit for brands looking to reach the millennial and generation Z demographics. Head over to Business Insider for a more in depth analysis of Snapchat’s new app-install ads.