Snapchat is to start offering more location data to marketers in the US, allowing them to better track the efficacy of their ads in the offline world.
A new tool called Snap to Store has been in beta testing with a select number of brands and will now let advertisers with physical stores in the States see how in-store traffic correlates the Snap campaigns.
Wendy’s, 7-Eleven and Paramount Pictures are among some of the first brands to have used the feature. According to data from Snapchat, which has been verified by third-party platforms, a Geofilter from Wendy’s drove 42,000 people to visit its restaurants in the seven days after it was published and seen by users within the app.
The fast-food chain’s head of advertising, digital, social and media said the feature was “a big win,” for the brand, adding that it hoped to see more adtech like this in the future.
Snapchat has also unveiled a new dashboard for advertisers which shows the number of users who viewed their campaigns – including Lenses, Geofilters, Snap Ads and Filters – against how many then went on to visit the desired location. Data is anonymized but is broken down by age, gender, which state the person was in and which ad unit they used.
The company only has access to users’ location data when people open the app, so it isn’t tracking an individual’s whereabouts in the background.
Snapchat is now working on more interest-led targeting for advertisers, based on consumption habits within the app and the place at which they are when using the app. It already does this via a Snap Lifestyle Categories tool which reaches users based on the content they consume on Snapchat, but over the coming few months it has plans to introduce categories based on frequent visits – ie a ‘travel enthusiasts’ category will be based on those frequently checking into Snapchat at airports and hotels
For measurement, advertisers only see results in aggregation, and for a minimum of 1000 users. In terms of targeting, Snapchatters can only be targeted using data about the category their location falls into, so for example whether they are at the gym or a restaurant, not a specific venue.
Snapchat's attempt to bulk up its advertising suite comes just months after its IPO. Since expanding its ad offering last year, the company has rolled out an API and started serving up ads between friend's Stories within a user's personal feed as well as in Discover.