Snapchat supports marketers with launch of App Power Pack

Snapchat has launched the App Power Pack, a suite of new products and optimisations designed to help app marketers drive installs and engagement.

The package integrates into existing campaigns with no additional setup and supports both SKAdNetwork (SKAN) and non-SKAN campaigns. Early results show products within the suite delivering at least a 25% lift in app installs.

Among the key features is Target Cost Bidding (tCPA), which allows advertisers to set target CPAs while Snap’s system dynamically optimises delivery.

Sponsored Snaps is also now available in the auction, which enables advertisers to drive downloads directly from Chat. Sponsored Snaps are Snapchat’s first ad format within the Chat inbox and are delivering an 18% lift in unique converters.

The suite also includes App End Cards which add extra visuals from the App Store to Snap Ads and Story Ads, giving users a more detailed app preview.

Rounding out the new launches is Playables (alpha), a mini versions of mobile games that allow users to trial gameplay before downloading.

Additional non-SKAN features include new reporting tools such as App Acquisition Conversion Metrics and Snapchat Outcomes.

The platform noted that the App Power Pack is designed to support advertisers across categories including gaming, retail, and financial services, with further updates to roll out in the coming months.

Ryan Ferguson, Managing Director of Snap inc., ANZ said: "At Snap, we're constantly evolving to meet the needs of marketers.

“The App Power Pack delivers a suite of solutions, from improved bidding to engaging new ad experiences like Sponsored Snaps, which reaches users directly in the Chat inbox, and Playables - all designed to drive campaign performance and expand their reach with our engaged community of over 8 million Australian Snapchatters."

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