Snapchat has declared a new set of ad options for the marketers, which seems to enhance the opportunities for the app developers to get connected with Snap’s audience by cross-linking their app functions with the platform. The major connection comes through Snapchat’s Creative Kit, which allows developers to combine Snapchat’s features into their apps, and Login Kit, which enables users to log in to your app with their Snapchat credentials.
The focus is that, by letting more cross-connections between the apps, Snapchat provides more connection to its engaged younger audience while linking with other applications will provide its platform to outside contributions, which could build up a bigger eco-system to compete with Facebook and other social media apps. Snapchat also rolled out Snap Minis this year, which allows creators to make mini versions of their apps within Snapchat. The new addition focuses on promotion, for example, via Creative Kit, app marketers can connect their app data into Dynamic Lenses, which give the means to show app information within AR promotions.
As seen above, the promotion of the Yahoo Fantasy Sports, the AR promotion shows the actual game details within Snapchat. Snapchat adds a set of new objectives tied into these tools, including:
Snapchat states that the app marketers who are focused on the acquisition of users now have the option to select the app installs as the objective for AR Lens campaigns.
App Advertisers focused on user acquisition can ptimize their Lens campaigns towards installs as their primary KPI. Similar to Snap Ads, simply set a desired cost-per-install bid, and our system will work to achieve that outcome.
App Conversions Campaigns
The new App Conversions ad objective gives an enhanced deep-linking process which is created to bring out more engagement in the apps.
In this dedicated campaign flow, you’ll find 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 so you can optimize towards repeat actions, such as Opens and Purchases (and is supported by MMPs).
Snapchat adds minimum return on ad spend (ROAS) bidding for the app campaigns, which will allow app developers to set a particular spend goal for their campaigns.
Browsing and buying on mobile is second nature to our audience, and now you have more ways to control your desired profitability.
Snapchat is also improving its Audience Network, which will allow app advertisers to enhance their Snapchat campaigns.
Developers who’d like to monetize their app can integrate our Ad Kit SDK to add the Snap Audience Network as a new monetization option.
Snapchat is also looking to run its ‘Lens Fest’ AR showcase next month.
Lens Fest – Snap's Global AR Festival on Dec 8-10
Join top professionals from around the world to learn about Snap's growing AR ecosystem and how we're building the foundation of the AR Economy. Let's pioneer the future of AR together.
— Snap Lens Studio (@SnapLensStudio) November 19, 2020
Snapchat offers several options for the app developers and with the platform reaching out to the younger audiences it seems like these app promotion tools will perform great and could offer new engaging ways to connect with the audiences.