Snapchat wants brands to buy a lot of geofilters that layer text and graphics over users’ photos and videos. On Monday, the app opened up its API (application programming interface) a bit more, letting brands buy the location-based promos automatically.
More than 15 of Snapchat’s ad partners in the U.S., U.K., Australia and Canada, including Amobee and Videology, are now pitching sponsored geofilters to agencies and brands, as well as the full-screen, vertical video ads that run alongside stories and Discover content. Until now, advertisers have purchased branded geofilters through Snapchat’s self-service buying tool. The API is Snapchat’s version of programmatic technology that plugs tech companies into the platform to manage campaign spend, data, targeting and creative for advertisers.
Snap is also equipping a handful of event and tech companies with the tools to sell on-demand geofilters. Wedding planning site WeddingWire, for example, will be able to help couples and wedding planners purchase geofilters that wrap around specific locations. And event marketing platform Eventfarm has a dashboard that streamlines the process of buying geofilters for events. Options for buying geofilters will also be built directly into Hootsuite’s platform.