MERCADEO Versión en español
Snapchat opens its door to audience targeting
Manuela Walfenzao| 23 de noviembre de 2015
Victor Pineiro, VP de Social Media en Big Spaceship
Advertisers have great interest in Snapchat’s audience, but the application has had problems to satisfy brands’ needs to obtain precise segmentation reports like those offered by Facebook and Google. Its solution are the new audience bundles, designed for advertisers to be able to combine their creative pieces with topics that deliver to specific user interests. One of the topics could be world news and culture-themed package and would offer ads on CNN, Mashable, Vice and National Geographic channels. Snapchat still hasn’t made official statements on this new strategy.Snapchat’s Discover section was launched at the beginning of 2015 and already has 17 publisher channels in the section. Agencies and publishers are concerned by this growth, they believe it might produce a dilutive effect. Agencies have also complained about the platform’s limits for advertising, from the scarcity of data provided on campaigns to the inability of ads to be shared. “Brands still see Snapchat as a way to build awareness and as a channel thats powerful enough to be called ‘the new TV'” said Victor Pineiro, VP of Social Media at Big Spaceship. “But its a ‘black box’, theres very little data on how the channels are performing”. Advertisers can use geo filters to target ads by location, but theyd like more demographic data on the people theyre reaching.
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