Snapchat and Placed – Will Advertisers Bite Again?
Snapchat has historically provided very limited metrics to advertisers regarding how spend equates to anything further down in the funnel than awareness. The only 3 metrics available for Sponsored Geofilters were: Impressions (# of people who scrolled past the filter while snapping), Conversions (only in the sense that they used your Geofilter), and Views (impressions of your filter, via direct or SnapStories).
With Snapchat’s new acquisition of Placed, an in-store Attribution and Location Analytics firm, advertisers should be aware that down the road “Conversions” may be able to relay how foot traffic and sales was impacted by Snapchat filters!
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