Snapchat has identified a set of upcoming advertising targeting options that provide greater focus for your ad campaigns. This comes at a critical time in the industry when data insights are being curtailed due to enhanced security and consumer control options.
In a broader blog post about how to best utilize audience insights, the platform shared that three new targeting options for ads will be available for in-app campaigns starting next year:
- **Content Consumption:** Highlights the publishers and content sources your audience spends the most time on.
- **Camera Usage:** Reveals more about how your audience interacts with AR filters and lenses.
- **Comparing Custom Audiences:** Delves into the unique characteristics of your audience by making comparisons with other custom user groups.
It is noteworthy that these are internal data points, so they are not affected by Apple's ATT update and will not be influenced by upcoming changes from Google. The insights are based on usage habits within the platform, providing more ways to engage with the right audience regarding interaction behaviors, interests, and more.
These options can be highly effective, especially as the platform's original programming has increasingly become a popular element, with the best Discover shows now reaching millions of viewers each month.
Snapchat aims to help enhance campaign focus, and targeting users based on content consumption could be a powerful way to reach the right audience. Additionally, the new insights on augmented reality usage could help make better decisions regarding reach and potential investment in AR campaigns.
The platform looks to facilitate this through an updated Creator Marketplace, which eases the connection with lens creators who can assist in crafting branded AR campaigns within the app.
The ability to compare your audience data can also unveil new opportunities. It will be interesting to see how these new tools work exactly within Snapchat's advertising tools. These could be highly valuable additions given the broader loss of data in other apps. You can check audience insights on the platform via Snap Ads Manager—if you have an Ads Manager account and a business account on Snapchat. Access audience insights by logging into Ads Manager, clicking the menu, and selecting “Audience Insights” under “Analytics.”
