Snapchat’s looking to help app advertisers improve their campaign results in the app, with a range of new promotional options, including updated app ad formats, revised bidding strategies, improved targeting tools and more.
As part of what Snap is calling its “App Power Pack,” Snapchat is rolling out a refreshed app ad offerings, which are designed for both SKAN (privacy safe measurement of app installs on iOS) and non-SKAN-enabled campaigns.
First off, Snap is launching Sponsored Snaps for app advertisers, which will enable app promotions within the Snap inbox.
Snapchat first announced Sponsored Snaps last September, which was the first time that Snap had allowed promotions within the Snap inbox. Which seemed like a risky proposition, given that most Snap users connect with their closest friends in the app, and as such, may see inbox ads as intrusive
But evidently, these promotions haven’t annoyed Snap’s audience too much, with the platform now looking to extend them to more formats and options. And having app promotions right there among key messages from friends could indeed help to drive more responsive app campaigns.
Snapchat is also rolling out improved target cost bidding for app campaigns.
As per Snap:
“Snap’s Target Cost-Per-Acquisition (tCPA) bidding empowers brands and agencies to set a target CPA and budget, with our system dynamically optimizing delivery to serve the right ad to the right person at the right time.”
So now you’ll have another means to control your ad costs, and manage your campaign spend in the app.
Snapchat is also adding App End Cards, which will automatically add an additional segment to Snap Ads and Story Ads to drive direct installs.
“App End Cards automatically add an additional segment to both Snap Ads and Story Ads, pulling two images from the App Store to provide Snapchatters with a more detailed app preview.”
Finally, Snap is also adding playable app ads on Snapchat, which will enable Snapchatters to try out a mini version of a game without leaving the app.
So, more ways to promote your apps via Snap, and reach its young audience with your promotional campaigns.
