Snapchat starts bundling up users in a bid to get more advertisers on side
Since its launch on iOS in 2011, Snapchat has amassed more than 100 million users, which is obviously an appealing stat for eyeball-hungry brands. In response this growing demand, the company has now started packaging audiences by themes for advertisers.
Yes, Snapchat has popped you in a hypothetically-themed box for advertisers to sell their ads to you.
The aim of the audience bundles is to let advertisers match their content to the most appropriate people using the Discover channel. For example, if an advertiser chooses a ‘world news’ package, the ads will be featured within the likes of CNN and Vice’s content channels. Or if an advertiser is looking to reach a creative audience and purchases a ‘culture’ package, its ads could be shown on the likes of Hearst’s new Sweet channel.
This sounds better than just randomly placing ads on all sorts of Discover channels, but it’s still lacking in the type of data that advertisers use to measure success, like click-through rates. That being said, it’s a promising sign that Snapchat is at least trying to create more audience-friendly brand experiences on its app.
Snapchat has successfully helped ads become innovative again since itsDiscover channel came to life, so if better audience targeting can get more advertisers on board, it will certainly be a force to be reckoned with.