Snapchat introduces its audience filters that let brands target individuals based on more detailed data such as personal interests, time of day, age, gender, type of device they use and snap categories, which are interest-based categories segmented according to the content people view in its app. The filters can also be targeted by location, but at a much broader level compared to “Sponsored Geo filters.”
Businesses of all sizes can take part in the billions of photo and video-based conversations that take place every day on Snapchat.
Quaker Oats of Pepsico is one of the first brands to test audience based filters. The cereal company worked with Vayner media a platform partner with Snapchat on a campaign that targeted mothers and working professionals. Quaker Oats split the campaign into day and night, adjusting the message for the time of day.
There’s a process to buy these filters. Snapchat first will sell Audience filters through its Ads manager tool, which had previously sold Snap Ads. Second, Snapchat will sell these filters through its ad auction. Third Advertisers will base their bids on people actually using their Audience Filters.
How audience filters can benefit brand’s Snapchat ad campaigns-
-Brands may have a better chance of reaching their target audience. By using audience filters brands can target users based on their behavioral attributes, instead of targeting all users in a certain age group.
-Brands can advertise different aspects of a product by targeting users using different filters based on the time of day.
A brand running an audience filter campaign based on time of the day could serve different filters at 8 am 12 pm or 3 pm and have each filter list different selling points of a product.
This would be especially useful for targeting students, who might have been at school all day.
Snapchat is focusing on improving the experience for advertisers and users.