|Snapchat’s Pitch to Small Brands and Businesses: Self-Serve Sponsored Geofilters
Initially focused on courting advertising bigwigs like Gatorade and Taco Bell for sponsored lenses and video ads, newly public Snap has now turned its attention to smaller brands and businesses.
Snapchat’s parent company has been actively pitching on-demand geofilters to brands, as first reported by Mashable and confirmed by multiple ad agency executives interviewed for this story. “It’s fairly obvious to me how they’ve changed their approach,” said one agency executive, who did not wish to be named. “In the first era of Snapchat advertising, they wanted to compete with TV and sought broadcast equivalent ad spends, whereas now, they are moving toward scalable ad products like on-demand sponsored geofilters.”
Geofilters, for the snap unsavvy, are artistic designs that users can choose to overlay over photos and videos on the app, and brands too can run their sponsored geofilters in targeted geolocations.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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