Snap Inc. has introduced the App Power Pack, a collection of new products and optimizations aimed at supporting app marketers on Snapchat. The suite is designed to work with both new and existing campaigns, allowing advertisers to utilize the solutions immediately without significant changes.
According to Snap Inc., the App Power Pack includes creative ad formats and improved ad delivery systems. It supports both SKAdNetwork (SKAN) and Non-SKAN campaigns, with the company reporting that these products have resulted in at least a 25% increase in app installs.
One feature is improved Target Cost-Per-Acquisition (tCPA) bidding, which allows brands and agencies to set specific cost targets and budgets while Snap’s system optimizes ad delivery.
Another addition is Sponsored Snaps for app advertisers. These ads are now available through auction and can reach users directly in their Chat inbox, which is described as Snapchat’s most frequently used area. Snap reports that Sponsored Snaps were its largest single day reach product in the United States during Q4 2024, and by Q2 2025 they contributed to an 18% rise in unique converters for app installs and purchases.
Other elements include App End Cards for enhanced engagement and Playables for immersive experiences, currently in alpha testing for Non-SKAN campaigns. Playables allow users to try a mini version of a mobile game within Snapchat.
“The App Power Pack integrates seamlessly into both new and existing campaigns, so advertisers can begin experiencing the impact of our new solutions today, with virtually no action needed,” said Snap Inc. “From creative new ad formats to enhanced ad delivery, the App Power Pack supports both SKAdNetwork (SKAN) and Non-SKAN campaigns, and products in the App Power Pack are driving at least +25% lift in App Installs.”
“Sponsored Snaps are now available in the auction, enabling app businesses to drive downloads directly from Chat while also helping them unlock incremental reach. Sponsored Snaps is our first ad format to reach Snapchatters directly in the Chat inbox, the most frequently used surface in Snapchat2, and in Q4 2024, Sponsored Snaps was our largest single day reach product in the US3. As of Q2 2025, Sponsored Snaps are now driving an 18% lift in unique converters across app installs and app purchases4.”
The company continues testing additional features like Playables as it expands offerings for marketers on its platform.
