Snap Inc. continued its focus on direct response marketers, launching an advertising product suite on Thursday specifically aimed at application marketers.
The company said the move was made with two key ideas: bringing the best to apps on Snapchat with ad products that drive customer loyalty, lifetime value and maximum return on ad spend; and bringing the best of Snapchat to apps through experiences that help keep users engaged.
Marketers who focus on user acquisition can now select app installs as targets for augmented reality lens campaigns. You can set a desired cost-per-install bid, similar to Snap Ads, and the platform’s automated systems will attempt to achieve that result.
A new dedicated campaign flow gives marketers the ability to use an improved deep link ad format to get more engagement and increase app conversions. You can create custom audiences based on in-app actions and use new goal-based bid options.
According to AppsFlyer, the average smartphone user spends 84% of their time on just their top five apps, relying on data from eMarketer, and 95% of app users work within 30 days. The new campaign flow helps increase customer loyalty and LTV.
The platform also introduced a minimum ROAS bid strategy that enables advertisers to reach the Snapchatters with the highest spend by setting a specific ROAS.
With the Snap Audience Network, which is still in beta, advertisers can seamlessly expand their Snapchat campaigns outside of the platform.
The first referral partners for the mobile advertising network are MoPub and Applovin, and Snap said it will work directly with mobile in-app developers who use these two platforms to monetize their inventory.
Snap’s Creative Kit enables developers to integrate Snapchat into their apps and users can share AR experiences, filters, GIFs, lenses, videos and other content right on the Snapchat camera or preview screen.
The Login Kit allows users to log into apps with their Snapchat credentials and bring their Bitmoji with them.
Snap products for apps marketing manager Skye Featherstone said in a statement, “As consumers spend more time on mobile devices, brands of all kinds are rethinking how apps can drive business growth in response to rapid social and economic change. Over the past year, Snap has doubled our ad technology to meet the needs of multichannel brands and app-only businesses alike. In just a few years, we’ve grown into a powerful app advertising channel due to our dual focus on developer tools and ad experience. “
Vito Batista, growth marketing manager for DraftKings added, “To reach new users and drive engagement throughout the customer journey, we at Snapchat employ both acquisition and reintegration tactics. DraftKings was an early tester for reintegrating apps through goal-oriented bidding. This has become an important part of our strategy by which we can maximize our results. “