In today’s experience economy, it’s more important than ever to be where your consumers are. With 79% of surveyed teens using Snapchat, the highest of any social media app according to Statistia, brands and marketers can no longer ignore its allure—they must be there too.
Snapchat’s ephemeral nature makes it irresistible to its users: photos, videos, and messages that disappear by default rather than all remaining in curated form for the rest of the world to see. It’s a reaction to the first generation of social media and an overt acknowledgement that in a digital world where everything seems unlimited, all that matters are the experiences we share. Snapchat has become the experience platform.
It’s on this note that we’re thrilled to announce that GroundTruth has been named a Snapchat Partner to make their Geofilters and Snap Ads available directly on GroundTruth’s platform through Snapchat’s API. As the world’s consumers demand increasingly curated experiences, together we’re providing the tools to be contextually relevant in a way that truly surprises and delights them.
To really understand the potential for this integration, let’s explore the power of Snapchat’s Geofilters and Snap Ads.
Geo-ust for fun
We’ll start with the basics. Users can create, customize, and share Geofilters, which are images that overlay their photos and videos. Geofilters help explain the where, when, and why Snapchatters took a Snap.
Geofilters are a way for users to enhance their creativity, spread joy, and perpetuate memes. But businesses can create them too, and this is where Snapchat starts to dabble in augmented reality: their Geofilters allow businesses to create branded versions which include logos and images and make them available in a radius around a fixed location.
W hotels, for example, deploys them at its hotels to allow guest to share where they’re staying without directly saying it. The W logo gets a free ride on users’ Snaps, and users get to humble brag.
Let the video ads roll
And then, there are the Snapchat video ads called Snap Ads. Snapchat allows businesses to target full screen video ads at users. GroundTruth enhances this by allowing advertisers to target unique users based on GroundTruth’s location profiles, which are then loaded through the Snapchat API. For example, a GroundTruth advertiser may want to target its branded videos at people who visited the music festival Coachella or to those who have shopped at a specific store recently. By leveraging the power of GroundTruth’s Location Audiences with Snapchat’s Audience Match technology, the targeting of those users with their corresponding Mobile IDs on Snapchat is now possible, and easier than ever.
Location, location, experience
GroundTruth clients can now access these powerful features directly through the GroundTruth platform and seamlessly make them available on Snapchat. There they can work with our team to create or upload designs, select broadcast areas, access GroundTruth’s custom Location Audience segments, and more. The potential for delighting customers is limitless and we’re excited to see what our client partners come up with. Will they shock and awe customers with Snap Ads that are so relevant that they feel completely personalized? Will businesses create unique Geofilters and send consumers scouring far and wide to collect and share them? Time will have to tell.
What is certain, however, is that users crave the here-and-now. If businesses can meet them with clever, relevant, Geofilters and Snap Ads that enhance their experience, that economy will be theirs for the taking.
To learn more about the GroundTruth and Snapchat integration, read up on it here.