Advertisers can now apply more-advanced targeting tools to Snapchat photo filter campaigns, which will enable them to reach targeted audiences and experiment with the creative messaging, Snapchat revealed in a statement. The messaging app unveiled the new tool dubbed ‘audience filters’ yesterday. Instead of targeting their audiences just based on their location, advertisers will now be able to target them based on other factors including interests, time of day, age, gender and other technical criteria.
“This signals that Snapchat is willing to start to do more for advertisers,” says Aaron Goldman, CMO of 4C Insights, a Snapchat ads platform partner. “Reaching someone when you know they’re at your store, that’s farming. Audience filters—that’s more like hunting.”
Snapchat users use filters to decorate video and photos and this feature is one of the media app’s most used product with over 3 billion of the filters being used and viewed every day according to the company.
Quaker Oats, owned by PepsiCo, is one of the brands that has already used the new audience filters tool in its recent campaign. They used the filter to target mums and working professionals, split the campaign into day and night and tweaked the campaign message to suit a particular time during the day. Quaker Oats worked on the campaign with VaynerMedia, a Snapchat ads platform partner.
“Geofilters and audience filters have fundamentally different targeting strengths,” Abhishek Jadon, director digital strategy at Pepsi North America Nutrition, wrote in an email. “Geofilters allow you to target very granular geographic areas, whereas audience filters can be targeted based on a host of behavioral attributes.”
“What intrigues us most about Snapchat’s filters is the combination of paid and earned media delivery rolled seamlessly into a single ad unit,” Jon Morgenstern, VP of paid media, at VaynerMedia, said in an e-mail. “When you consider the earned impressions derived from Snapchatters sending out Snaps using the filters to their friends, in addition to the paid delivery costs, the effective CPMs paid can be extremely efficient.”