Dive Brief:
- Snap announced a suite of new products and optimizations for app advertisers called the App Power Pack, according to a company blog post.
- The offering includes new ad formats, bid strategies, targeting capabilities and interactive elements, including Playable App Ads that allow Snapchat users to try a mini version of an advertiser’s game without leaving the app.
- Many of the new products and features will apply to both SKAdNetwork (SKAN) and non-SKAN campaigns. Products within Snap’s App Power Pack are currently driving “at least” a 25% lift in app installs, according to the company.
Dive Insight:
Snap is continuing its quest to demonstrate its appeal to advertisers with the introduction of its App Power Pack, a move that comes as the mobile gaming landscape continues to grow. Worldwide mobile gaming revenue is expected to reach $126 billion in 2025 and grow at an annual rate of 5.4% to exceed $164 billion by 2030. Continued success will partly hinge on developers prioritizing immersive experiences and social connectivity to engage audiences.
“For years, app marketers have been a cornerstone of our focus at Snap, and we're thrilled to deepen that commitment with the launch of the App Power Pack,” said Dave Egan, director of sales, Americas at Snap, in emailed details shared with Marketing Dive. “The combination of new ad formats and optimizations help us deliver improved ROI for our partners and unlocks valuable incremental reach on new surfaces within Snap.”
The App Power Pack supports both SKAdNetwork (SKAN), an interface operated by Apple that provides attribution data to advertisers on iOS, and non-SKAN campaigns. The new products are meant to help advertisers lower cost-per-acquisitions (CPAs) for their Snapchat campaigns and can be integrated into both new and existing efforts. New features include improved target CPA bidding and the addition of Sponsored Snaps in the auction, enabling app businesses to drive downloads directly from the Chat feature. Sponsored Snaps drove an 18% lift in unique converters across app installs and app purchases in Q2, per the company.
Advertisers will also have access to new features including App End Cards, which will automatically pull two images from the App Store to appear at the end of Snap Ads and Story Ads to drive engagement and downloads through a preview. Playable App Ads, which are currently in alpha testing for non-SKAN campaigns, allow marketers to offer a trial of their game to Snapchat users within the app.
Snap reported second quarter revenue of $1.3 billion in Q2, a 9% year-over-year increase that missed Wall Street’s expectations. The company saw daily active users increase 9% year over year to 469 million, and its Snapchat+ paid subscription offering approached 16 million subscribers.
