Why Snapchat’s New Ad Tools Matter Right Now
In the ever-evolving world of mobile advertising, Snapchat just dropped its most powerful toolkit yet for app marketers. Dubbed the App Power Pack, this suite introduces fresh ad formats, smarter bidding, and immersive interactivity—all aimed at helping app developers and marketers drive installs, purchases, and growth like never before.
Whether you’re promoting games, fitness apps, or fintech tools, Snapchat’s new offerings are designed to meet modern challenges—privacy constraints, rising competition, and the need for higher ROI. Let’s break down what app marketers need to know and how to use these tools effectively.
What’s Inside the App Power Pack?
1. Improved Target Cost Bidding (tCPA)
Snapchat’s target Cost-Per-Acquisition (tCPA) bidding lets advertisers set a CPA target and spend budget while the platform’s AI optimizes delivery to users most likely to convert. Brands testing the feature have seen up to 25% increases in app installs compared to older bidding methods.
2. Sponsored Snaps in Chat
Snapchat has expanded its ad surfaces with Sponsored Snaps inside Chat. Since Chat is one of the most used parts of the app, this new placement increases exposure. App install campaigns using Sponsored Snaps have shown 18% higher conversion lifts as users see ads in their everyday conversations.
3. App End Cards
This update automatically adds App Store images to Snap Ads and Story Ads, offering a richer preview of the app. For marketers, this helps build trust and push installs, as users see clear visuals of what the app looks like before downloading.
4. Playable Ads
Playables are one of the most exciting additions—letting users sample a mini in-ad version of an app or game. This “try before you download” approach increases engagement and reduces hesitation. Perfect for gaming, productivity, and lifestyle apps.
5. Support for SKAN and Non-SKAN Campaigns
The App Power Pack supports both privacy-safe SKAdNetwork campaigns and traditional non-SKAN formats. This dual support ensures advertisers can measure performance in compliance-focused environments while still getting flexibility with traditional campaigns.
Why These Tools Are a Major Advantage for App Marketers
Smarter Spending with AI-Powered Bidding
The tCPA model reduces manual bid management, letting machine learning optimize campaigns for efficiency and cost-effectiveness.
Reaching Users Where They Are Most Active
Inbox-based Sponsored Snaps leverage the most engaging space on Snapchat, capturing attention when users are most connected.
Lower Hesitation with Playables
Giving users a hands-on preview boosts confidence and improves install-to-use ratios, especially in competitive app categories.
Clearer Previews with End Cards
Adding App Store visuals inside ads provides instant clarity about features, designs, and value—leading to higher conversion rates.
Flexibility with Privacy Compliance
As the industry shifts to privacy-first advertising, support for both SKAN and non-SKAN campaigns ensures marketers can adapt easily.
Smart Strategies to Use App Power Pack Effectively
- Start with tCPA Bidding
Set your target CPA and let Snapchat’s algorithm optimize. Focus creative energy on content and leave bidding to automation. - Leverage Sponsored Snaps
Use Sponsored Snaps to capture users in a familiar space. Pair them with simple, bold calls-to-action for installs. - Boost Conversions with App End Cards
Showcase app visuals, features, and previews to help potential users make informed decisions instantly. - Test Playable Ads for High-Engagement Apps
For gaming and interactive apps, Playables are essential. They create excitement before users even download. - Run Dual Campaigns
Combine SKAN and non-SKAN campaigns to maximize reach while staying compliant with privacy regulations.
What’s Next for App Marketers?
Snapchat’s App Power Pack is a timely update that gives app marketers powerful new ways to reach users, optimize spend, and deliver interactive experiences. From AI-powered bidding and Sponsored Snaps inside Chat, to App End Cards and Playables, Snapchat has built tools that blend creativity with performance.
As competition grows and privacy reshapes advertising, these features provide the flexibility and intelligence marketers need to stay ahead. For anyone in app marketing, Snapchat’s App Power Pack is not just another update—it’s a must-test growth solution in 2025.
