What is Snapchat Actually Offering?
Snapchat is rolling out some different targeting options wherever vertical Video Snap Ads run (Ads between Stories, Discover, and Live).
Snap Audience Match
Next Steps with Snapchat
Historically, Snapchat’s targeting options were limited to broad audience targeting and age-gating opportunities for select partners.
Snapchat’s offerings will bring them closer to competing with their social counterparts
Moving forward, Snapchat’s offerings will bring them closer to competing with their social counterparts, at least when it comes to Millennials. It’s important to keep in mind that this targeting still falls short compared to the robust targeting offerings of Facebook, Instagram, and Twitter that advertisers have grown accustomed to.
With its vast reach (150MM daily users), Snapchat has been a popular advertiser for broad reach, mass awareness campaigns. With these updates, Snapchat will be making a bid for consideration within narrowly targeted or customer-focused initiatives. According to eMarketer, Snapchat ad revenues are forecasted to increase by 155.1% in 2017.