On Thursday, we were invited to hear about a series of updates and insights from Snap, lots of which are designed to drive app growth. Snap has never been so focused on helping Performance and Direct response marketing. It’s an exciting time for app marketing on Snap, so we thought it was only fair to share the insights.
Creative best practice for App Install
Build snaps for 5 seconds or less
2/3 of ad awareness is gained in the first 2 seconds
Feature a single message
Use purposeful sound, including popular music, Voiceover and SFX
Think native -highlight the CTA & think about the placement
- Build your creative templates
Creative templates are good because they are scalable & allow learning agendas
Phone number matching
An exciting new update for app marketers is the launch of phone number matching in Snap Audience, which allows app marketers to identify their audience online, and looks something like this:
Snap is also rolling out new capabilities for delivery insights. Soon app marketers can enjoy:
- The ability to see delivery insights for users who install
- Delivery insights for Purchases and Signups
- You can then export by CSV to run custom pivots across all ad sets or ads
Reach & Frequency tools
Snap’s new R&F tools will enable advertisers to plan and purchase ad campaigns in advance with increased control over how many people they reach and ad frequency. Soon advertisers will be able to use an R&F planning tool that generates campaign outcome predictions for budget, reach, and CPM.
Audience insights allows customers to explore and plan prospective targeting specs — segmented by dimensions like genders, age groups, locations, interests, and devices. Marketers will now be able to save audiences so they can be applied to ad sets during campaign execution.