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Week of September 19, 2016
Snap Audience Match
Last week, Snapchat announced an update to its ad offerings:
Snap Audience Match.
The new feature allows marketers to sync email list data and
mobile device IDs to Snapchat’s user audience.
Additionally, brands can further target Snapchat users based
on the content categories they follow.
Source: http://www.adweek.com/news/technology/marketers-are-getting-
snapchat-targeting-data-they-want-will-scare-users-173476
For example, if a Snapchat user
follows a fashion channel, retail
brands can now take advantage
in targeting those users with
fashion-related advertising.
The new targeting features
allow marketers to take
even more advantage of
Snapchat’s geofilters and
sponsored lenses.
Source: https://www.entrepreneur.com/article/282472, http://www.
adweek.com/news/technology/marketers-are-getting-snapchat-
targeting-data-they-want-will-scare-users-173476
Image Source: http://www.digitaltrends.com/wp-content/up-
loads/2013/03/snap-chat-explain-yourself.jpg
There has been slight
backlash over privacy and
personal security.
For now, Snapchat is
taking the safe route and
is not tracking behavioral
data of its users outside
of the app.
Brands will soon be
partnering with Snapchat
to run preliminary test
campaigns to test out the
new ad features.
Image Source: https://cdn0.vox-cdn.com/thumbor/ZMoB493DHH16VTFW6k1yRzCsb60=/
0x0:2039x1359/1280x854/cdn0.vox-cdn.com/uploads/chorus_image/image/45726392/snapchat-0968.0.0.jpg
Source: https://www.entrepreneur.com/article/282472, http://www.adweek.com/news/technol-
ogy/marketers-are-getting-snapchat-targeting-data-they-want-will-scare-users-173476
What this means for brands:
What this means for marketers:
These are only the beginning steps to the possibilities that will become
available for brands to attract defined audiences on Snapchat. The more
brands can target relevant content to an interested audience, the better
Snapchat ads have the opportunity to perform. It is important to consider
the differences in Facebook vs. Snapchat audiences before deciding which
channel is best to use for a campaign.
Marketers should be excited about these new ad features. However, we
should pay attention to the early response to these ad features as they
are tested. Snapchat was formulated on the basis of anonymity, which
these ad updates seem to contradict. It is important to observe how
Snapchat users will respond to targeted advertising.

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Schneider Associates Launch of the Week: Snap Audience Match

  • 1. Week of September 19, 2016
  • 3. Last week, Snapchat announced an update to its ad offerings: Snap Audience Match. The new feature allows marketers to sync email list data and mobile device IDs to Snapchat’s user audience. Additionally, brands can further target Snapchat users based on the content categories they follow. Source: http://www.adweek.com/news/technology/marketers-are-getting- snapchat-targeting-data-they-want-will-scare-users-173476
  • 4. For example, if a Snapchat user follows a fashion channel, retail brands can now take advantage in targeting those users with fashion-related advertising. The new targeting features allow marketers to take even more advantage of Snapchat’s geofilters and sponsored lenses. Source: https://www.entrepreneur.com/article/282472, http://www. adweek.com/news/technology/marketers-are-getting-snapchat- targeting-data-they-want-will-scare-users-173476 Image Source: http://www.digitaltrends.com/wp-content/up- loads/2013/03/snap-chat-explain-yourself.jpg
  • 5. There has been slight backlash over privacy and personal security. For now, Snapchat is taking the safe route and is not tracking behavioral data of its users outside of the app. Brands will soon be partnering with Snapchat to run preliminary test campaigns to test out the new ad features. Image Source: https://cdn0.vox-cdn.com/thumbor/ZMoB493DHH16VTFW6k1yRzCsb60=/ 0x0:2039x1359/1280x854/cdn0.vox-cdn.com/uploads/chorus_image/image/45726392/snapchat-0968.0.0.jpg Source: https://www.entrepreneur.com/article/282472, http://www.adweek.com/news/technol- ogy/marketers-are-getting-snapchat-targeting-data-they-want-will-scare-users-173476
  • 6. What this means for brands: What this means for marketers: These are only the beginning steps to the possibilities that will become available for brands to attract defined audiences on Snapchat. The more brands can target relevant content to an interested audience, the better Snapchat ads have the opportunity to perform. It is important to consider the differences in Facebook vs. Snapchat audiences before deciding which channel is best to use for a campaign. Marketers should be excited about these new ad features. However, we should pay attention to the early response to these ad features as they are tested. Snapchat was formulated on the basis of anonymity, which these ad updates seem to contradict. It is important to observe how Snapchat users will respond to targeted advertising.