Snap launches App Power Pack to boost app advertiser performance

Snap has introduced the App Power Pack, a new suite of ad products designed to enhance app campaigns with advanced formats, bidding strategies, and targeting.

The announcement:

Snap has announced a new suite of ad products for app advertisers – Snap’s App Power Pack.

The App Power Pack will include new and improved ad formats, bid strategies, targeting, and more for both SKAN- and non-SKAN-enabled app campaigns.

What’s New:

Improved target cost bidding:
– Snap’s target Cost-Per-Acquisition (tCPA) bidding strategy allows advertisers to set a target CPA and budget, and Snap’s system will dynamically optimise delivery to consistently hit the target.
– Our latest tCPA model allows advertisers to confidently scale spend while keeping costs within a profitable range, minimising the need for manual bid updates and helping to ensure more predictable performance.

Sponsored Snaps: Sponsored Snaps are now available for App Advertisers in the auction.
– Sponsored Snaps is Snapchat’s first ad format that allows advertisers to reach Snapchatters directly in the Chat inbox, the most frequently used surface in Snapchat.
– Now, App advertisers can leverage Sponsored Snaps to unlock incremental reach and high-intent engagement, enabling them to drive more unique conversions and higher purchase rates,

App End Cards: App End Cards automatically add an additional segment to Snap Ads and Story Ads.
– The additional segment pulls in two images from the App Store, providing Snapchatters with a preview of the app to help keep them engaged longer and drive more clicks to download.
– Playables: Playable App Ads on Snapchat let Snapchatters try a mini version of an advertiser’s game without leaving the app.
Playables allows advertisers to show off new games, or even new levels, bringing Snapchatters into the world of the game within the ad itself.

Ryan Ferguson, managing director of Snap inc., ANZ said “At Snap, we’re constantly evolving to meet the needs of marketers. The App Power Pack delivers a suite of solutions, from improved bidding to engaging new ad experiences like Sponsored Snaps, which reaches users directly in the Chat inbox, and Playables – all designed to drive campaign performance and expand their reach with our engaged community of over 8 million Australian Snapchatters.”

Source: Ogilvy

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