Snapchat has identified a set of upcoming ad targeting options that provide more focus to your ad campaigns, and it also comes at a critical time in the industry, when data insights are curtailed due to enhanced security and consumer control options.
and in post Broader on how to best leverage audience insights, the platform shared that these three new ad targeting options will be available for in-app campaigns starting next year:
- Content consumption: Show which publishers and content sources your audience spends the most time on.
- Camera Usage: Reveals more about how your audience interacts with AR filters and lenses.
- Custom Audiences Comparison: Dive into the unique characteristics of your audience by making comparisons with other custom user groups.
Notably, these are internal data points. So it is not affected by the ATT update from Apple, nor will it be affected by the changes coming from Google. Insights are based on usage habits within the platform. It provides more ways to communicate with the right audience about engagement behaviors, interests, and more.
These options can be very effective. The platform’s original programming is becoming an increasingly popular element, with the best Discover shows now seeing millions of viewers each month.
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Snapchat wants to help improve campaign focus
It can also make targeting users based on content consumption a powerful way to reach the right audience. While new insights into the use of augmented reality can also help make better decisions about reach and potential investment in AR campaigns.
The platform is looking to make this easier with an updated Creator Marketplace, which makes it easier to connect with Lens Creators who can help craft branded AR campaigns in the app.
The ability to compare your audience data can also reveal new opportunities. It would be interesting to see exactly how these new tools work in Snapchat’s ad tools.
These can be very valuable additions given the broader data loss in other applications. AndYou can check audience insights into the platform via Snap Ads Manager – if you have an Ads Manager account and a Snapchat business account. You can access Audience Insights by logging into Ads Manager, clicking on the menu, and selecting Audience Insights under Analyze.
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