The APP ID Snapchat, dynamic audiences for better performance
We no longer present Snapchat, the essential platform in mobile advertising. The 16.1M DAU platform allows since 2017 to conduct user acquisition campaigns for applications.
Addict Mobile, a specialist in performance-based mobile acquisition, very regularly uses Snapchat – which no longer has to prove itself in terms of return on investment. – on behalf of its customers in all verticals.
Since the creation of the App install format, the platform has evolved to offer new features that make it easier for application publishers to achieve their goals. The latest to date? The App ID, released in June 2020, which allows to send data from tracking tools (MMP) to the platform, opening the field of possibilities.
What is the Snapchat app ID?
This new feature allows you to retrieve audiences tracked by third-party tracking tools (Adjust, Appsflyer, Kochava, Branch…) and use them to create personalized and dynamic audiences directly on Snapchat.
Mechanisms already known by those who invest in digital marketing, but the interest lies in the dynamic development of these audiences. The ability to A/B test your customer or prospect audiences (Snap audience Match) and your BI will allow you to more easily adjust based on performance.
The platform offers the possibility to choose attribution windows between 1 and 395 days for the data sent. This means that you can plan scenarios based on tagged events going back up to a year.
No more time-consuming Excel file exports and regular manual uploads of these audiences. The App ID allows their automation. An enormous time saving for agencies and their clients, but above all, a larger and more qualified audience in real-time.
There is also the possibility to upload (still manually) in full RGPD compliance audiences not tracked by the tracking tool. Such as for example poster campaigns with a specific promo code or various partnerships.
The objective? To propose a much larger audience pool regardless the configuration.
What are the benefits of using the ID Snapchat app on mobile acquisition campaigns?
For retargeting :
An essential tool that now allows Snapchat to propose effective re-engagement campaigns. Audiences are never overloaded because they feed on themselves, in real-time, opening up new possibilities for advertisers.
It should be noted that it is possible to accumulate 2 audiences in order to reach a specific target. For example, you can target users who have completed the “sign up” event in the last six months but have not made a purchase in X amount of time.
In acquisition :
To create look-a-like audiences from a database that has performed a specific action within the app and find similar users on the platform. The look-a-like audience refresh automatically.
– You can therefore easily target profiles similar to those who have already made one or more purchases (or any other relevant event) within the app.
– Snapchat also provides the ability to exclude people from the specific campaigns. For example: I exclude all the people who have already installed the application dynamically (data retrieved from the tracking tool and therefore reliable). This ensures that advertisers do not reach a target that is already a customer when they are looking to attract new users.
The Snap app ID will also provide a more complete understanding of the impact of app campaigns across all channels. Announced for November, it will be possible to measure all conversions resulting from app campaigns. Very useful for cross-device reporting. It will therefore be possible to measure whether, for example, an ad for your app has resulted in a conversion on your website.
Article en relation
Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile
Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind. Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective. Activated sources: Facebook, Google and Snapchat. City Targeting, a challenge for mobile app acquisition Broadcasting acquisition campaigns on a city scale implies several constraints: – The more restricted the targeting, the higher the acquisition costs. – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives. How to keep acquisition costs low with specific targeting? By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance. By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]Publié le 7 April 2021
The mobile app ecosystem is consolidating!
The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger. Brief overview Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]Publié le 1 April 2021
Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)
In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain. Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences. If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version. This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch. Furthermore, these locations, featuring […]Publié le 29 März 2021