Social service Snapchat has introduced a number of tools for advertisers.
Advertisers on Snapchat will have access to the Goal-Based Bidding service to search for Snapchat users who are most likely to install the promoted application. The target audience for advertisers is selected by artificial intelligence developed at Snap Inc.
In addition, Snapchat increases the effectiveness of ad targeting. For the first time, advertisers can target messenger users who have previously responded to other advertisements in the app.
For example, if an advertiser orders paid selfie filters (Snapchat calls them “Lenses”) for an advertising campaign in the country, then users of these lenses will later see full-screen videos from this advertiser.
Snap Inc. also introduced the ability for advertisers to track visits to their businesses after showing mobile ads in the Snapchat app.
The “Snap to Store” feature measures the number of weekly foot traffic following a Snapchat mobile ad.
The new advertising format has already been tested by Paramount Pictures and the 7-Eleven chain of stores.
Wendy’s restaurants showed that more than 42 thousand people visited the chain’s establishments after advertising on Snapchat.
The Snap to Store feature allows advertisers to view the locations of those who see their ads and those who don’t. The information includes demographic data: age, gender and location region.
Snap Inc. claims to mark the location only when users keep the app active. It is unknown whether Snapchat is transmitting data while in the background.
The company also shared data on the places where Snapchat is most often launched. According to statistics, 80% of messenger users launch it in restaurants, 66% turn on Snapchat in shopping malls and 50% — in gyms. 49% of users communicate via Snapchat at airports.
According to its own data, Snapchat is used by more than 150 million people around the world every day.
Source: Mobyaffiliates