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The world of mobile marketing is booming, and Snapchat is positioning itself as a leader by launching a suite of new advertising tools designed to boost advertisers’ performance. This launch comes at just the right time for the platform, which announced in 2024 that it had reached 850 million users and continues to improve its advertising revenue.
Snapchat has just launched App Power Pack, a suite of solutions dedicated to app advertisers.
Its aim is to offer new formats, optimised bidding strategies and broader targeting options that can be used for both SKAN-compatible and SKAN-incompatible campaigns.
By stepping up its AI game with the launch of Sponsored AI Lenses, Snapchat is not only innovating, but also offering advertisers a concrete solution to improve their performance.
With this launch, Snapchat aims to help advertisers reduce their cost per acquisition (CPA) while maximising their installs. The platform has already announced an increase of at least 25% in installs thanks to the tools included.
Behind this promise of performance lie two key developments: smarter auctions and redesigned advertising formats.
Among the main new features, Snapchat is introducing an optimised version of the tCPA (target Cost-Per-Acquisition) bidding strategy.
Advertisers can set a target CPA and budget, while the system automatically adjusts delivery to meet the target.
Result: more predictable performance and fewer manual updates.
Another key development: Sponsored Snaps are now available for auction for app campaigns.
Delivered directly to the Chat box, Snapchat’s most popular feature, Sponsored Snaps quickly established themselves as a powerful tool. In the fourth quarter of 2024, they recorded the widest advertising reach in a single day in the United States and led to an 18% increase in new converters on app installs and purchases.
The App Power Pack also introduces App End Cards, which automatically add an App Store-inspired segment to the end of Snap Ads and Story Ads. The goal is to extend engagement and increase clicks to download.
Another promising innovation is Playable Ads, currently in alpha. These allow users to try out a mini version of a game directly in Snapchat, without leaving the app. This immersive experience should generate higher-quality installs, more in-app purchases and a sustainable ROI.
With the App Power Pack, Snapchat is strengthening its competitiveness in the mobile advertising market, which is dominated by Meta and TikTok.
By combining smart bidding, innovative formats and interactive experiences, the platform seeks to offer app advertisers a better balance between mass acquisition and quality engagement.
The App Power Pack illustrates Snapchat’s commitment to supporting app advertisers in a context where every download counts.
Thanks to this new suite, brands have concrete levers at their disposal to improve their advertising performance and maximise their return on investment.
Would you like to boost your app downloads and maximise the performance of your Snapchat campaigns? Our Social Ads agency can help you develop an effective strategy tailored to your market.
Julien Soumahoro