From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc.
Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers.
Four new products have been launched in Snap Connect, all of which are centred around two main ideas, according to its developer:
- Bringing what’s best for your app to Snap, with ad products that drive retention, lifetime value and maximum return on ad spend in Snapchat campaigns
- Bringing the best of Snapchat into your app through experiences that will keep your users inspired and engaged.
“As consumers spend more time on mobile, brands of all types are re-imagining how apps can drive business growth in response to rapid social and economic changes,” Snap product marketing manager, apps, Skye Featherstone, said in a statement.
“Over the past year, Snap has doubled down on our ad tech to meet the needs of multi-channel brands and app-only businesses alike. In a few short years, we’ve become a top performing app advertising channel because of our dual focus on developer tools and ad experiences.”
The full product suite includes:
- Optimisation for installs from lenses: marketers focused on user acquisition can now select app installs as the objective for AR lens campaigns
- App conversions: A brand new dedicated campaign flow that offers an improved deep link ad format to elicit more engagement, the ability to create custom audiences based on the different actions they take in-app, and new goal-based bidding options
- Minimum ROAS bidding: This bid strategy allows you to reach the highest spending Snapchatters on the platform by setting a specific return-on-ad-spend. It’s Snap’s most sophisticated bid strategy yet
- The Snap Audience Network: Currently in the beta phase of testing, this feature will allow app advertisers to extend their Snapchat campaigns seamlessly. Developers who’d like to monetise their app can integrate Snap’s Ad Kit SDK to add the Snap Audience Network as a new monetisation option.
The launch continues Snap’s momentum as a solution for app advertisers, with the company recently recognised in the latest AppsFlyer Performance Index, where it secured the top four rankings for both app purchases and retention on iOS and Android globally.
