Sophie Blake
Snapchat rolled out new product developments for apps to let app marketers and app developers engage with their audience, drive retention and LTV, and maximize ROAS.
The Creative Kits allows app developers to integrate Snapchat into their apps, so users can share content with stickers and dynamic lenses. “Dynamic Lenses provide a way to share variable information, like live scores after leveling up in a game or the local weather, through easy-to-build AR experiences.”
Login Kit lets users leverage their Snapchat credentials to sign into your app, and bring their Bitmoji along too. The dating app Hily boosted their registrations by 20% and acquired users by 50% with Snap’s Login Kit, per a case study.
Another product Snap announced last week is an improved version of Augmented Reality Lenses to provide a “complete” performance stack for app advertisers. App Advertisers can now optimize 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. “
Snap also introduced a new objective called “App Conversions” to let app advertisers create ad campaigns for retaining users with an improved deep link ad format, new goal-based bidding options for actions including Opens and Purchases, and custom audience creation options based on different in-app actions. The App Conversions campaign will be available early December, Snap says.
Minimum ROAS, the sophisticated bidding strategy of Snapchat, allows app advertisers to reach the highest spending Snapchatters on the platform by setting a specific return-on-ad-spend. Now app advertisers will have more ways to control desired profitability with advanced ‘Minimum ROAS’ features. Tophattter, a live auction shopping app, achieved a +125% ROAS on day zero with this bid type, according to Snap.
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