В этой сессии Татьяна расскажет о ключевых моментах 4ого квартала характерных для US и для стран Tier 1. Среди прочих аспектов, Татьяна расскажет что нужно учесть, и как подготовиться к запуску UA кампаний для мобильных игр в Snapchat.

1. C O N F I D E N T I A L
What Is Q5?
How To Get a Maximum Efficiency
From Advertising in Q4?
The Snapchat Difference

2. C O N F I D E N T I A L Happier Holidays With Snapchat
A New Kind of Holiday Season
How COVID-19 Will Affect the 2020 Holiday Season
2
Key moments and Q5
How to fit in the Gifting season?
Strategy: formats, creative, placement
Agenda
Success Story

3. C O N F I D E N T I A L Happier Holidays With Snapchat 3
A New Kind of Holiday Season
How COVID-19 Will Affect the 2020 Holiday Season

4. 4
Snapchat connects real friends and family,
no matter where they are.

5. C O N F I D E N T I A L Happier Holidays With Snapchat
57%
of Snapchatters say
that social distancing
has forced them to be
more creative in how
they celebrate.
Base: Snapchatters (n=803)
2020 Alter Agents study commissioned by Snap Inc.; QC7: How much do you agree with the following statements about the impact of the COVID-19 crisis on your celebrations? T2B Agree.
5
Snapchatters want fun, innovative ways to celebrate
special moments with loved ones.

6. C O N F I D E N T I A L 31
Source: Snap Inc. internal data January 25-31, 2020 vs. March 25-31, 2020. See Snap Inc. public filings with the SEC.
Snapchatters are sharing all of these
moments of celebration on Snapchat.
On NYE 2019, there
was an over 85% increase
in Story posts.1
Between December 23 and
December 25, there was a nearly
40% increase in Story posts.2
1 Snap Inc. internal data December 31, 2019–January 1, 2020, vs. December 10–11, 2019.
2 Snap Inc. internal data December 23–25, 2019, vs. December 16, 2019–December 18, 2019.

7. C O N F I D E N T I A L
Q3 2019 Q3 2020
This year, app downloads have reached an all-time high.
Worldwide App Downloads
in Q3 2020
36.5 billion
YOY
+23.3%
Sensor Tower, "Global App Revenue Grew 32% Year-Over-Year in Q3 2020 to More than $29 Billion", October 1, 2020. Available at: https://sensortower.com/blog/app-revenue-and-downloads-q3-2020
7

8. C O N F I D E N T I A L 8
Our community is growing, too.
249 million
Daily Active Users on Average
Snap Inc. internal data Q3 2020

9. C O N F I D E N T I A L 9
Our community is growing, too.
18% YoY Growth
In Q2 2020. Spending 30+ Minutes
per Day, on Average
Snap Inc. internal data Q3 2020 vs. Q3 2019. See Snap Inc. public filings with the SEC.

10. C O N F I D E N T I A L Happier Holidays With Snapchat 10
Key moments and Q5
How to fit in the Gifting season?

11. C O N F I D E N T I A L Happier Holidays With Snapchat
1 2020 Alter Agents study commissioned by Snap Inc.; Base: Snapchatters who celebrate Christmas (n=670) QG5: When do you typically start shopping (e.g., thinking about, researching, and making your purchase) for gifts for these holidays?
2 2020 Alter Agents study commissioned by Snap Inc.; Base: Snapchatters who celebrate Christmas (n=670) QG2: When do you typically start planning or getting ideas for gifts for these holidays?
Christmas
NYE
Black Friday Cyber Monday
October November December January 21’
Thanksgiving
Snapchatters’
purchases peak
about a month
before Christmas.2
Q5 2020
11
New devices are
gifted and new apps
downloaded (high
user engagement)
Q5
Most Snapchatters start
planning gift purchases
and creating wishlists
2–3 months before
Christmas.1
Holiday and time off

12. C O N F I D E N T I A L 12
In Q5, the Snapchat
Generation’s App Behaviors
Hit New Levels.

13. C O N F I D E N T I A L
It all begins with a surge in new-device
activations on Christmas Day.
4.4x
as many new phones than on
an average day.
On Christmas Day,
Snapchatters activate
13
Snap Inc. internal data Q4 2019 & Q1 2020.

14. C O N F I D E N T I A L
30%
in new Snapchat iOS downloads
In 2019, the Christmas
Snap Inc. data from iTunes Connect, October 1, 2019–February 29, 2020
With new devices comes new Snapchat downloads.

15. C O N F I D E N T I A L 15
Source: Snap Inc. internal data, January 1, 2019 - December 31, 2019. Ads with attributed installs, 7 day click and 1 day view through attribution.
See more at https://businesshelp.snapchat.com/en-US/a/troubleshoot-manage-ads
15
C O N F I D E N T I A L
Q5 is a high volume, high efficiency opportunity.
2019-12-01
2019-12-02
2019-12-03
2019-12-04
2019-12-05
2019-12-06
2019-12-07
2019-12-08
2019-12-09
2019-12-10
2019-12-11
2019-12-12
2019-12-13
2019-12-14
2019-12-15
2019-12-16
2019-12-17
2019-12-18
2019-12-19
2019-12-20
2019-12-21
2019-12-22
2019-12-23
2019-12-24
2019-12-25
2019-12-26
2019-12-27
2019-12-28
2019-12-29
2019-12-30
2019-12-31
2020-01-01
Christmas
Install Volume in December 2019
Installs
New Years
10% more installs
on Snapchat during
Last week of
December vs. the
previous week.

16. C O N F I D E N T I A L
Cost per Install on Snapchat
during Q5
vs. Q4 average
16
Source: Snap Inc. internal data, January 1, 2019 - December 31, 2019. Ads with attributed installs, 7 day click and 1 day view through attribution.
See more at https://businesshelp.snapchat.com/en-US/a/troubleshoot-manage-ads
16
15% Lower
C O N F I D E N T I A L

17. C O N F I D E N T I A L
Installs on Snapchat during
December 21 through January
10 vs the two previous weeks.
17
17
25% More
C O N F I D E N T I A L
Q5 isn’t just one week anymore.
Snap Inc. internal data, December, 11 2019 - January 8, 2020. Ads with attributed installs, 7 day click and 1 day view through attribution. See
more at https://businesshelp.snapchat.com/en-US/a/troubleshoot-manage-ads

18. C O N F I D E N T I A L 18
Source: Footnote: Snap Inc. internal data, December 1, 2019 - February 1, 2020. Ads with attributed installs, 7 day click and 1 day view through attribution. See more at https://businesshelp.snapchat.com/en-US/a/troubleshoot-manage-ads
Nov Dec Jan
In 2019, December drove 10% more
installs than November. This
acceleration continued in January,
which drove 5% more installs than
December.
Leading to efficient app acquisition throughout Q1.

19. C O N F I D E N T I A L Happier Holidays With Snapchat 33
Holiday season is about new devices, high user
engagements and downloading new apps.
Snapchat plays important role in communication
during COVID-19, which lead to increase in
number of users
Takeaways

20. C O N F I D E N T I A L Happier Holidays With Snapchat
Strategy: formats, creatives,
placement
20

21. C O N F I D E N T I A L
Grow your app while Snapchatters are highly engaged.
Formats
Improve install rates with Multi Ad
formats
Creative
Make creatives contextual for
key event
Placement
Leverage different placement to
appeal to variety of audience

22. CONFIDENTIAL Mobile Gaming Strategy on Snapchat
Use multiple formats to maximize results.
Source: Snap Inc. internal data 2019.
16%
Lower Cost Per Install
Multiple Ad Formats
24%
Lower Cost Per Purchase
30%
Higher ROAS
Snap Ads + AR Lens
Combination of Snap Ads, Story Ads, AR Lens, or Filters
22

23. Snap Inc. internal data January 1 - May 25, 2020.
170+ million
Snapchatters engage with AR daily

24. C O N F I D E N T I A L 24
• Optimizes towards users likely to Install your
game
• Install rate multiplier when using more than
one ad unit
App Install with Lens

25. C O N F I D E N T I A L 25
• Incremental Reach
• Top Inventory Partners
• Privacy-First Approach
Accelerate your growth with the Snap
Audience Network.
*BETA

26. 26
Product Update
26

27. C O N F I D E N T I A L Happier Holidays With Snapchat 27
Success Story

28. Tamatem utilised the entire suite
of App Ad Products
Tamatem leveraged Snapchat’s
Acquisition and Retargeting
solutions for their portfolio of games
to drive efficient growth and LTV
1Tamatem Inc. internal data 2020
50%
increase in LTV month
over month (March –
May 2020)
20%
Lower CPI vs. other channels

29. C O N F I D E N T I A L Happier Holidays With Snapchat 33
Utilise variety of ad formats and new products to
reach new users
Q5 is an opportunity to promote your games
and engage with users while they are on
holidays
Takeaways

30. HAVE A NICE HOLIDAYS
tatiana@snapchat.com