Snapchat is adding Behavioral targeting
Behavioral targeting is coming to Snapchat
Behavioral targeting is coming to Snapchat. This means that advertisers will be able to target users based on their activity.
According to Business Insider:
[dt_quote type=”blockquote” font_size=”normal” animation=”none” background=”plain”] “What that means is if users were heavy consumers of basketball content, for example — perhaps following an NBA Snapchat account or consuming lots of content on the ESPN Discover channel — advertisers could target them around categories such as ‘sports’ or ‘basketball.’ … It looks as though any behavioral targeting will be limited to broad categories, rather than serving ads based on very specific interactions you have made inside the app.”[/dt_quote]
The app is currently advertising targeting options to it’s 150 million daily users are based on age, gender, location, device/OS, mobile carrier, events. These options are more limited than what Facebook offers to advertisers which target users based on bahavior, interests, connections, custom audience and third-party categories. Of course, Snapchat won’t be seeking any partnership with Facebook, but by adding behavioral targeting will increase new opportunities to advertises in order to gain access to company’s users.
Snapchat wants to reach its goal of making up to $1 billion in revenues by the end of 2017. To achieve such goal, we’ve seen that the app is launching new ad products e.g sponsored filters by opening its ads API to brands which allows advertisers to purchase Snapchat ads through third-party ad tech partners.
It is predicted that the app will increase its userbase to 217 million by the end of 2017. During the first half of 2016, the app was downloaded 54 million times in the U.S. It’s worth to mention that Snapchat, is the only app which is not owned by Facebook, Google or Apple).
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