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| Snapchat introduces upcoming ad targeting options |
Snapchat has identified a number of upcoming ad targeting options that can help make your ad campaigns more targeted, and they will also appear at key industry times. Data visibility is diminishing due to improved security and consumer control options.
In a larger blog post on how to get the most out of audience information, the platform indicated that these three new ad targeting options are being used for in-app ad campaigns from within the app.
- Content consumption: Shows which publishers and content sources your audience spends the most time on.
- Using the camera: Learn more about how your audience interacts with filters and AR lenses.
- Tailored audience comparison: Comparing it with other custom user groups gives you insight into the unique characteristics of your audience.
Note that these are internal data points. So it will not be affected by Apple's ATT update or Google changes. The information is based on usage patterns within the platform. It provides more opportunities to communicate with the right audience about sharing behavior, interests, etc.
These options can be very effective. Original broadcasts are growing in popularity on the platform, and the best Discover shows now have millions of viewers each month.
Snapchat wants to help increase campaign visibility
Targeting users based on content consumption can also make it an effective way to reach the right audience. Although new insights into the use of augmented reality can also help make better decisions about coverage and potential investments for augmented reality activities.
The platform hopes to make this easier with an updated Creator Marketplace, making it easier to connect with Lens Creator, which can help build branded AR activity in the app.
The ability to compare audience data can also reveal new opportunities. It will be interesting to see how these new tools work in the Snapchat ad tools.
Given the greater data loss in other apps, these can be very valuable additions. If you have an Ad Manager account and a Snapchat business account, you can use Snap Ad Manager to view audience information on the platform. Audience information can be accessed by logging into Ads Manager, clicking on the menu, and selecting Audience information within Analytics.