Snapchat, the popular social imaging app, is making a move towards more advanced digital advertising with new targeting options which tap into existing email databases and related data sources.
Though the company has previously defended a stronger stance on user privacy, it seems to be catching up to shareholder promises by letting brands reach its 150m-strong audience through mobile ads. New ad targeting options also include shared demographics and content categories such as music, sports or gaming among defined audiences.
Snapchat adds new ad options
The addition is available through Snap Audience Match, Lookalikes and Snapchat Lifestyle Categories and ads run across Stories, as part of Live Stories and Discover. Sponsored lenses or geo-filter campaigns are not yet supported.
Snap Audience Match does just that – it matches email addresses to other Snapchat consumer data, whilst Lifestyle Categories enable brands to target audiences which demonstrate features that are in line with a marketer’s existing consumer base.
Imran Khan, Chief Strategy Officer, Snapchat, says:
“We’re working hard to show our community engaging, relevant ads, in turn helping our advertising partners drive amazing return on investment.”
Whilst the company has been rather conservative when it comes to advertising, the new additions are quite an important step in order to grow its revenue and keep shareholders happy. Ultimately, better targeted mobile ads do reach more consumers.
Snapchat said it also wants to add an option to let users opt out of targeting, however it hasn’t yet enabled a function to do so.
Though the company has not provided a feature that tracks a user’s steps outside of the app, marketers could utilise email addresses to do just that: track the consumer journey from retailer website to Snapchat account and retarget their ads.
The latest additions to Snapchat’s ad portfolio aren’t exactly new, but they demonstrate the continued pressure on the company to diversify its mobile advertising portfolio to entice more marketers to launch an in-app campaign.