"Snapchat is to start offering more location data to marketers in the US, allowing them to better track the efficacy of their ads in the offline world. A new tool called Snap to Store has been in beta testing with a select number of brands and will now let advertisers with physical stores in the States see how in-store traffic correlates the Snap campaigns."
"Wendy's, 7-Eleven and Paramount Pictures are among some of the first brands to have used the feature. According to data from Snapchat, which has been verified by third-party platforms, a Geofilter from Wendy's drove 42,000 people to visit its restaurants in the seven days after it was published and seen by users within the app. The fast-food chain's head of advertising, digital, social and media said the feature was "a big win,""
Snapchat will offer more location data to US marketers to track offline ad efficacy. A new tool, Snap to Store, moves out of beta and lets advertisers with physical stores correlate in-store traffic with Snap campaigns. Brands such as Wendy's, 7-Eleven and Paramount Pictures used the feature during beta, and Snapchat verified results with third-party platforms. A Wendy's Geofilter drove 42,000 visits within seven days after being published and seen by users. A dashboard shows campaign viewers versus subsequent store visits, with anonymized data broken down by age, gender, state and ad unit. Location access occurs only when users open the app. Snapchat plans interest-led targeting and aggregated measurement with a 1,000-user minimum.
Read at The Drum
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