• by Colin Kirkland , Yesterday

With its latest suite of ad products, Snapchat is targeting app marketers and developers.

Snap’s “App Power Pack” is an ad suite made up of new ad formats, bid strategies, targeting, optimizations and more designed to provide the social media company’s app marketing partners with improved reach and ROI on more recent platform surfaces.

As part of the ad suite, Snap is introducing an AI-powered cost-per-acquisition (CPA) bidding strategy that allows app advertisers to set a target CPA and budget, then allowing Snap’s system to automatically optimize ad delivery. 

Snap says its target CPA (tCPA) model will minimize the need for manual bid updates, promising more consistent performance.  

Sponsored Snaps -- the platform’s chat inbox-based ad product, and, according to Snap, Q4 2024’s largest single-day reach product in the U.S. -- are now accessible to app advertisers.

Snap told MediaPost that Sponsored Snaps are currently driving an 18% lift in unique converters across app installs and app purchases.

To help increase visibility and drive clicks, app marketers will also have options via the Power Pack to add a segment to Snap Ads and Story Ads that will feature two images from the App Store. Ads can also be playable, with app advertisers’ ability to feature mini versions of their game directly within Snapchat, allowing consumers to test out their offering before leaving the platform to download. 

Overall, Snap says, the products in the App Power Pack are driving over 25% lift in brands’ app installs.