With its 178 million users, the image-messaging and media app Snapchat introduced “audience filters” last week.
The new feature lets brands target individuals, based on further detailed information such as gender, age, personal interests and other criterion as reported. Meaning, filter campaigns can reach members no matter what their location is, because they’re are getting targeted.
The other benefit is, brands can advertise different aspects of a product by offering users various filters during the day. For instance, a brand using an audience filter campaign can offer different filters at 9 am, 1 pm and 4 pm, and each filter list will have different features of a product. This would be a great opportunity for targeting students, who might have been at school all day.
The Founder and CEO of Snapchat, Evan Spiegel, emphasized the significance of filters, in an event last week. Along with their Pixel Tracking innovation, the company has also promised to revamp the app to make it easier for both members and advertisers to comprehend the value of the platform.
According to their blog post, audience filters now have the same targeting tools as Snapchat’s video ads. Advertisers can buy them in auctions on the company’s self-serving Ad Manager, which was updated to make overseeing campaigns easier.
They also explained the new feature as below,
Audience Filters let businesses of all sizes take part in the billions of photo and video-based conversations that take place every day on Snapchat. Starting today, Filters no longer require targeting with micro geofences or broad nationwide campaigns. Businesses can optimize creative (artwork or messaging) for the right audience, get efficient prices in an auction, and measure results in real-time.
Audience filters is a valuable feature when considering the importance of target marketing in the advertising business. With the right moves, we bet the conversion rates will be higher than expected.