Snapchat Rolls out Two More Ways for Location Targeting Ads

Brief

• A recent Snapchat blog post revealed that the company had introduced two additional ways for marketers to be able to target audiences based on their location. That is, the distance around a fixed map point and foot traffic within a specific area. The app has more than 187 million users. They intend to allow businesses to reach their customers at the right place and time.

• The company gives marketers over 150 types of pre-determined locations to target with their ads- areas such as campuses, bars, beaches, movie theatres, car dealers, and beaches. The advertisers then use radius targeting within a specified distance from a map point which could be latitude and longitude, address, city or any other place of interest.

• Additionally, the image-messaging company is testing a tool to help advertisers with analytics. The mechanism will rely on in-store user traffic locations. The traffic insights will provide information such as interests, age, and gender per targeted area.

Insight

Snapchat is developing geolocation as a significant feature in how their app operates, maximizing on Snap Map features, Geofilters and Context Cards. According to the platform, the most of their users (80 percent) have used the app at a restaurant. 67 percent used the app at a shopping mall, and half of the users did so at the gym. Consequently, those locations are an ad targeting ripe option for advertisers.

With the app, advertisers can reach an already active audience based on the places they visit when they leave their homes. For instance, a brand that sells sunscreen could find their users at beaches, or it could target them at a movie theatre. With radius targeting, people who are around areas such as sports stadiums can be reached too. Advertisers would be able to narrow their categories by DMA, state, and city.

Mobile marketing has hugely enjoyed the benefits of location-based advertising. However, the challenge for marketers is the ability to understand what a particular location says about a user and what they intend to buy or get there. The marketers also need to be sure that the location data they are getting is accurate. That way, they can balance on the go advertising with tact – so that they are not creepy or intrusive in the way that they deliver their ads.

The company’s geo-targeting feature introduces a new feature called Map Explore. This feature lets people know the things taking place on their Map. When friends share their location, a user gets a notification letting them know the situation and travel update. The feature also updates Our Story snaps with breaking news from all over the world. According to the company, their users view the app for an average of 25 times a day. They send videos and photos to friends and get local news updates from the app.

Snapchat now has an opportunity to maximize on Facebook’s growing mistrust. Just a few days ago, the company acknowledged that its data was being abused and shared with third parties without user permissions. The scandal has seen some executives take responsibility and even more, people claim how indispensable the platform is to its users. The networking giant now faces potential fines, hashtag campaigns, lawsuits and boycotts in addition to the unprecedented government scrutiny. The betrayal of user trust has brought for the company the most extensive negative publicity ever. Competitors can take this opportunity to highlight how they can target customers minus the backlash. With advertisers looking for a Facebook and Google alternative, Snapchat may stand a chance to rise.

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