Retrieved
from Snap on November
20, 2020 Robert Williams Nov. 20, 2020
Brief:
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Snap this week started offering software tools to help
developers marketing their apps on photo-messaging platform Snapchat, as the
social media company expands service for direct response advertising. The ad
suite includes products to boost retention, lifetime value (LTV) and return on
ad spend (ROAS), and will integrate Snapchat experiences into apps to keep
users engaged, according to a Thursday announcement.
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Mobile games publisher Tamatem boosted LTV 50% for the launch of
its "Fashion Queen" game using Snap's app ads products for
re-engagement and user acquisition, according to a Snap case study. The company also now lets
app marketers optimize for installs in campaigns using augmented reality (AR)
lenses. Tophatter, a live auction shopping app, saw a 125% gain in ROAS by
using Snap's new "minimum ROAS," a programmatic bid strategy to reach
the highest-spending Snapchat users by setting a specific ROAS, per a case study.
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Snap's Creative Kit lets developers integrate the
image-messaging platform into apps so users can share digital content including
AR experiences, filters, GIFs, lenses and videos to Snapchat's camera or
preview screen. The Login Kit gives developers a way to let users sign into
their apps with Snapchat credentials and support Bitmoji avatars across
channels, further reducing friction among users.
Insight:
Snap's expanded ad suite aims to
help app marketers engage with users on the image-messaging platform, which has
a daily user base of 249 million people worldwide
and has seen increased usage during the pandemic. With 1.8 million apps in Apple's App Store and
an estimated 2.9 million in the Google Play store, Snapchat
is giving app marketers more ways to stand out amid the clutter and re-engage
their existing users. In the U.S., Snapchat reaches more than 75% of people
ages 13 to 34, a desirable target audience for many app marketers.
App install advertising had been
forecast to jump 32% to $76.2 billion worldwide this
year, reaching $118.4 billion by 2022, AppsFlyer estimated before the pandemic
triggered higher usage of mobile devices. The mobile
attribution and marketing analytics firm later said that more than half (54%)
of app marketers planned to boost their user acquisition campaigns this
year, with 41% saying they would increase their reach and
demographics.
Snap isn't alone in seeking a
bigger share of app marketers' spending. Twitter last week introduced a carousel advertising format that lets
mobile users swipe horizontally to open an app or website. App carousel ads
boosted installs per impression an average of 24% compared with single-asset
formats, Twitter found in tests. The company also decided to delay the release of its revamped
Mobile Application Promotion (MAP) until next year, when it expects to
integrate new industry-standard mobile privacy requirements.
On a more technical level, Google this week announced developers
must use the Android App Bundle format for all apps distributed through its
Google Play online store starting in August. The company seeks to cut the size
of apps, making them easier for users to download and install. More than
750,000 apps and games already use app bundles on Google Play, with top apps
cutting the average size by 15% compared with a universal Android package (APK)
file format. Developers such as Netflix have seen higher install success rates
with the bundle format, Google said in a blog post.
For Snap, the expanded ad suite
for app marketers comes as the company sees higher growth from direct response advertising.
The company continues to offer more support for direct response advertisers and
develop new user experiences. With more people upgrading to 5G
smartphones, Snap and wireless carrier Verizon this week began
to showcase the advanced capabilities of higher-speed cellular networks with a
virtual concert by Black Pumas singer Eric Burton in New York. The activation
marked several firsts — the first 5G Landmarker Lens for geotargeted AR, first
full song to be used in a Snapchat Lens and first 3D Bitmoji music performance
— as the company works to keep people engaged with the social app.
Recommended
Reading:
·
SNAPMomentum for Mobile Apps
·
MOBILE MARKETERVerizon touts 5G with
geotargeted AR concert on Snapchat
·
MOBILE MARKETERSnapchat educates marketers
about DR tools that drive revenue growth
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