Each week, Schneider Associates analyzes the most significant brand, product, campaign or idea launch of the week. Learn more about launch at www.schneiderpr.com or email launch@schneiderpr.com.

1. Week of September 19, 2016

2. Snap Audience Match

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.