As users spend more time on their mobile devices, being able to target them on-the-go is of increasing importance to advertisers. And now, Snapchat is starting to offer a new location-based targeting feature.
Of course, Snapchat is no stranger to geo-data. Its Geofilter feature is hugely popular with 187 million users and so is Snap Map with more than 100 million monthly users.
It’s also the optimal platform for highly mobile users with 80 percent having used the app at a restaurant; 67 percent at a shopping mall; 60 percent at the movies; 50 percent at a gym; and 49 percent at an airport, according to a 2017 research commissioned by Snap.
It has also been investing in location technology. Last year, it launched “Snap to Store,” which looks at the number of people who go to a store within one week of seeing a Snapchat ad.
Now, it is launching Radius targeting.
Radius targeting lets any advertiser target Snap Ads and Filters around a specific point – like a particular retail store, university, restaurant, airport, concert etc. Advertisers can set the radius from .63 miles/1km to 62 miles/100 km.
Although it seems promising, location-based targeting continues to be a challenge here in the region where stores in malls are within a 1km radius of each other.
However, in the US, Hopper used Radius Targeting around airports to reach those likely to fly from a hub with a location-specific flight deal.
Nordstrom Rack also used radius targeting around its newest store to drive foot traffic from nearby shoppers.