Session: From Installs To Impact: Driving Sustainable App Growth On Snapchat - Sara Antonelli, Snap.

Heat. Heat. So our next session is a really brilliant one from Sarah Anteneelli from Snap from Installs to Impact driving sustainable app growth on Snapchat and this is really a fabulous presentation. I'm very excited to hear from you Sarah. Please welcome Sarah. Thank you. Thank you. Hello everyone. Good morning. Thanks for having me. The idea of today's

presentation is that you leave with some takeaways and maybe a little bit of inspiration to help you power your ne next avenue for uh your mobile gaming growth. So without further ado, I'm going to dive straight into it. Um, every time that I actually jump on a meeting or a call with some of our partners, industry leaders, the one thing that I often hear is actually there's a huge need for diversification and in a very competitive landscape as today is this is becoming increasingly challenging. So today I wanted to discuss with you four pillars or four different ways that we ourselves as a Snapchat started to think about ways of supporting our closest partners in order to be able to be that strong channel to drive growth. So there's nothing to say uh that we can

drive growth without thinking about a core audience or an audience that is able to support scale. [snorts] The second part obviously audience is nothing if you cannot drive [snorts] performance and focus on performance-driven solutions. Finally obviously uh in between uh an easy onboarding process but also the challenges the ecosystem brings especially from a very challenging iOS ecosystem we have to think about very privacentric solutions and solutions that able to suit every sort of measurement style. So before I actually dive into the most in-depth and technical part of the presentation, obviously I wanted to dismify a little bit about the conception of why Snapchat and perhaps a little bit about our audience as well. Obviously I wanted to bring to light a little bit of um switch in the aspect and so you

can understand a little bit why we focus so much obviously also on the app ecosystem but we we have been through a journey in the past year and that journey started in the way that we ourselves as an app uh started to develop different ways of monetization. As you obviously know, we are a social media network and with that we generate most of our income via ads or ad solutions. But in the last uh year or so, we also looking into the way that our users behaved and the way that they actually appreciated the app. We focus on building a different way of generating direct revenue and that was actually incredibly successful when we launched the Snapchat Plus and actually one of first in its kinds and you can see all the social media out there now trying to develop the same thing. Um, this was as successful because we

actually understood our core use our core user audience very very well and we not only were able to drive 15 million plus Snapchat subscriptions but in less than a year we were able to generate 700 million in AR from this particular direct revenue solution. So essentially we use those learnings and how we were able to scale and grow our own app and our own way of monetization to actually power the solution that was about to come a little bit later called our app power pack. We understood that even within our LTV ecosystem and how we were able to retain our users, we're also able to then develop um user growth solutions for mobile gaming and all the leaders in the app ecosystem in order for them to also benefit from the solution and the ecosystem that we're building internally based on the users that we focused on so much. And that obviously is a brand new new thing to

the market, but we're already able to show um uplifts such as 25% lift in apping stores if you're thinking about kind of midfunnel play, but also if you're thinking about lowerfunnel play uh on user acquisition alone, you can see an uplift of 18%. But obviously switching gears a little bit as you're interesting mostly on uh the gaming aspect of the audience. It's very important to know that we have audience at scale. Maybe you're not super aware of these numbers just yet, but we have 932 million MAUs today and on track to actually hit the 1 billion mark by next year. And that's also translated into 469 million DAU across the globe. And you might think, well, maybe I'm not too sure if my audience is in fact as NAP, but I'm happy to tell you that actually 78% of our users as Snapchat actually use gaming apps on a daily

basis. And that's quite a big number if you think about the skill that we currently have. And not only that, but 59% of Snapchats gaming apps on a daily basis, multiple times a day. And not only that, but also if you're thinking about powering growth from a user acquisition perspective, Snapchatters are actually looking for not only play their games on a daily basis, but also they're interested in actually uh new games as well. And not only that, obviously you're not there to drive an installer only, but uh we actually see the 50% of Snap Chatters made an inapp conversion uh within the app in itself, which is more than double if they were actually to acquire a product or a physical product in itself. And also well you might think that you know I have already my marketing suite uh across all the social medias but the

reality is that our audience is quite unique and you're probably not going to find a lot of your users within all the other channels such as Facebook, YouTube, Tik Tok as well as Instagram. And you might think, well, but also I also have like a quite good strategy at Tik Tok and I think maybe there's synergies in between the audiences and you might think we're very focused on JZ, which in fact we do have 75% coverage of 13 to 34 years old. But more than 25% of all Snapchatters average 35 plus. I myself am nearly 35. I download the app when I was back at uni. I still have that same app. So the actual user base grew up with the app and markets such as France, even in the Nordics, the average of the population is actually 35 plus. So you might say, well, my casual gaming user base is 35 plus female. You might just have found like another way to to drive growth. Now talking to what

matters the most, obviously performance. a user base is nothing if you actually can't drive performance uh and sustain the performance. So I'm really happy to share with you guys that today we have a solution called app power pack that was uh generated already incredible results and it might seem out of the ordinary but we have seen 70% increase in napbased purchase optimizations just with the solution and actually we do we did came a long way because it has been a year of revamping our infrastructure solutions and obviously there's a lot of talk about AI and how we can also power those solutions to build AM and solutions that work. So we have been through this journey and we really focused on four key things to be able to really cater for our advertisers needs and our closest partners expectations of how they can actually use a new channel

to drive the growth. The first one was uh in fact rebuilding our ecosystem, rebuilding our infrastructure to really drive performance at scale. The second is obviously power everything through a strong and resilient app signal solution. Uh the third obviously the most impactful one is measurement solutions that really work and then finally some innovation through new ad formats. So the first thing we've done whenever it comes to ad solutions and if you haven't heard of this particular product as nav just yet uh you're probably going to hear about it really soon. It has been the top performance solution for all uh uh gaming advertisers and is pretty much just essentially driving the right user to the right ad so they can actually make um the conversion that's expected into a very cost-effective way. And for example, cases such as rewarded play uh advertisers uh such as Y have seen an incredible performance. 35 times

more iOS installs at 80% lower cost per installs, 60 times more purchases and 90% lower cost per purchases. And also uh in their case they were driving new user acquisition efforts for the first time uh purchase or first time depositor. And in that sense, they saw 13% lower cost when optimizing towards that. On top of that, we done a lot of back-end targeting and delivery improvements in order for advertisers to reach the right audience and do that scale uh combined with precise delivery such as like an auto exclusion u logic uh all in order for them to be able to achieve their KPIs. So take this case study for example from Nexus that by leveraging the 70 deliver optimization they were able to drive uh 18% lower CPIs and targeted users that are more likely to convert on a last click um

optimization and then finally value optimization which is one other performance-driven pillar that we're able to develop and also uh hot of the press we're uh evolving this solution to a troller solution by the end of the year as also to be able to drive performance at scale, but also to really drive
[snorts]
uh LTV as an area of focus and really trying to find the valuable users that are going to be able to uh also drive uh a stronger performance overall to maximize rowers. Then jumping into uh app signals. Obviously a little while back when uh a lot of us uh focused on launching new solutions that were powered by signals, we understood that was quite um important and pivotal tool for us as NAP to also build a robust solution that would encompass all measurement styles. So that being from if you were a classic MMP attribution or leveraging log level data for example to also SSOT by

leveraging also scan postbacks and then powered by maybe uh CAP integration whenever you are able to uh enforce or understand the need for PIIs. uh and the most uh interesting aspect of launching a solution that signal resilient is obviously the connection that we build with all the MMPs in the ecosystem by launching our advanced SIN solutions which was in fact a gamecher because we're not only able to uh now start to report on opt out users but we're also able to use a much more robust ecosystem when it comes to signal leveraging secondary pings from MMP to really power our ML ecosystem and really understand how to enhance the performance even when there's not a lot of signal information uh coming from the user side of the house. So on top of that by leveraging advances

and we were able to power our own solution called advanced conversions that was a privacycentric solution then that was able to power advertisers to move or shift from like a scan only type of measurement ecosystem to a known scan ecosystem and that just drove a lot more granularity of data and they were able to actually make uh strong decisions even all the way from a country perspective breakdown down to an ad perspective breakdown and really understand how to p how to power the solutions in order to make informative decisions. Uh and finally even on the scan solutions we have been enhancing the solution uh uh quite frequently as well and today also even with as little as 15 stores a day we are able to achieve uh thresholds of we held as low as two or 3% making sure that you're not leaving any conversion behind. Uh and then when it comes to obviously our new measurement solutions, this is freshly

out of the oven, something that we have been developing the past year and really a huge part of our uh app power pack. This was basically to bring parity to the ecosystem. So if you leverage solutions at Meta and Tik Tok for example, ADC and AM or AM this solution just brings parity. So you're able to actually optimize towards non-scan outcomes and even if you use a measurement ecosystem that might uh cater for different types of measurements. So you have like the MMP combined with a scan or if you have even like leverage SSOT on fire side as your MMP this solution is quite convenient. So you're able to actually really optimize towards a more resilient approach. there's a non-can approach but also reporting on non-scan. Finally, we were also able to get a lot closer to what advertisers main source of truth is and we launched uh a new solution called app acquisition metrics

which essentially brings uh down all the discrepancy concerns that sometimes you might have with the solutions that you use for your user acquisition channels because essentially it just leverages all the signals from the MMP and from that brings parity to uh attributing a conversion to a particular install and from that obviously leveraging uh your attribution window with the MMP but the look back window of the conversion window uh therefore bringing parity and no longer actually only uh defining conversions based on the touch points but now being aligned with the MMP outcomes and third party data and finally this is actually one of the most exciting ones that I have been working quite closely with the product team and right now is an alpha. So if you guys want to know more about the solution, you can also pop into our booth just outside of the track room to your left to ask our team about it. But

essentially, I do think this is uh cutting edge technology because uh even some of our main competitors still don't have a solution that is as relevant as this. So today we're able to launch a solution that no longer optimizes just towards our [snorts] own ecosystem but actually we started to optimize to the third party ecosystem. So in this way we actually automate all the process and make ease uh the ease of on boarding and the seamless on boarding come to tuition and reality because this becomes essentially a plugandplay product for you to be able to leverage a snap uh as a growth lever and this essentially just brings everything that you care about on your source of truth meaning your attribution window your unique identifiers your um uh granular cohorted level of users and via the secondary

pings we're able to optimize towards those. So no longer optimizes optimizing towards the first part solution but actually optimizing towards the third part solution getting closer and closer to your uh actual source of truth. Um, and then to just finish us off with a little bit of innovation, just to finish us off with a little bit of innovation, I would like to cover what we have developed when it comes to our formats and solutions. You might be familiar with our uh full stack, but if you're not, we are uh a social media network that opens to the camera and we are very native to gaming. uh advertisers just because our users themselves are very e used to play games and even with uh gamified lenses for example that is inherent for them but in the way that we're able to actually drive uh more incremental uh inventory

as well as uh launch something that's native to our platform. We launched a very engaging format within sponsor snaps. If you can think about uh sponsor snaps obviously that is a format that is served within the chat box and Snapchat has actually open the chat box 40 times a day. So think that comparison to a WhatsApp to these days instead of just an in feed. So that becomes like a very obviously brand heavy because if you are top of mind for users seeing the chat 40 times a day that also can drive a scalable incremental um uh user level uh engagement and in that sense we the numbers that we have been seeing is uh 18% increase in the growth of unique numbers of Snapchats of Snapchatters who actually install and purchase the That then another solution that we have

launched is quite interesting one actually append cards grabs two images from the [snorts] app store and uh brings the reviews of your app into the ecosystem itself and that was also able to drive 90% increase in installs and finally maybe you have playable ads available to all your DSPs and networks today but that has being uh a very interesting format that we uh launched recently as well. And this does came as like a second nature to our advertisers and to our users themselves because they uh very well engaged with playables given them that actually have the gamify lenses and so on so forth. And this has been uh proven to be quite interesting when it comes to the results that they actually also able to drive a snapshot. We might have like some one minute for questions. [laughter]

Otherwise, we're happy to also take all the other questions that you might have in the booth. [music]