Snapchat has announced a new set of promotional tools designed to help app advertisers achieve better results on the platform. The update, branded as the “App Power Pack,” introduces refreshed ad formats, enhanced bidding strategies, and improved targeting features. These updates are designed for both SKAN-enabled campaigns, which offer privacy-focused measurement of app installs on iOS, and campaigns without SKAN support.
Sponsored Snaps expand ad placement opportunities
A key feature of the update is the wider rollout of Sponsored Snaps, which allow app promotions to appear within users’ Snap inboxes. Snapchat first introduced this ad format in September 2023, marking the first time advertisements had been placed alongside messages from friends. While this initially raised concerns about potential user pushback, the format has proven effective enough for Snapchat to expand it.
By positioning app promotions directly among key conversations, the company hopes to create a more engaging and responsive ad experience. Sponsored Snaps will now be available in more formats, offering advertisers additional ways to reach Snapchat’s predominantly young audience.
New bidding and engagement options for advertisers
Snapchat is also introducing an upgraded bidding system called Target Cost-Per-Acquisition (tCPA). The feature enables brands and agencies to set a target CPA and campaign budget. At the same time, Snapchat’s automated system optimises ad delivery to ensure that the right ads reach the right users at the right time.
“Snap’s Target Cost-Per-Acquisition (tCPA) bidding empowers brands and agencies to set a target CPA and budget, with our system dynamically optimising delivery to serve the right ad to the right person at the right time,” Snapchat stated.
In addition, the company has rolled out App End Cards, a new feature that enhances Snap Ads and Story Ads by including a segment that automatically displays two images from the App Store. This provides users with a clearer preview of the app, making it easier to drive direct installs.
Playable app ads bring interactive previews
Another significant addition to Snapchat’s ad suite is playable app ads. This format enables users to try a mini version of a game or app directly within Snapchat before downloading. By allowing potential users to interact with an app without leaving the platform, advertisers can generate higher engagement and attract more interested users.
The new tools collectively reflect Snapchat’s ongoing efforts to attract advertisers by offering innovative ways to reach its highly active user base. With a focus on enhancing ad performance and delivering a more engaging user experience, Snapchat seeks to solidify its position as a premier platform for app promotion.
