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.
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]