Snapchat filters ads now target people – not just places

As AdAge this week reported, brands can now ‘apply more-advanced targeting tools to Snapchat photo filter campaigns, enabling them to reach select audiences and experiment more with creative messaging by targeting based on interests, time of day, age, gender and other technical criteria’.

‘Quaker Oats is one of the first brands to have already tried the new audience-based filter campaigns. It targeted mothers and working professionals, dividing the campaign into day and night, and tweaked messaging and filters depending on the time of day.’

The ability for brands to refine their messaging around such specific criteria improves the platform’s position as a credible way to reach bespoke audiences, especially after it emerged last week that over 70% of the 13 to 34-year-old population in the U.S., France, the U.K. and Australia now use the platform.

Source: AdAge