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Snapchat targeting extends offline

You can accuse Snapchat of many things, but dragging its feet is not one of them.

Less than a year after opening up its advertising floodgates, the platform is now expanding into offline targeting.

Stay on target

Snapchat will now give advertisers access to Oracle's Data Cloud, which includes info about what Snapchatters purchase offline, based on metrics from retailers.

Users can opt-out of ad targeting if they choose.

Over 100 customer demographics can be dialled up, with categories spanning everything from cosmetics to technology.

Buy in?

The data is aimed to make advertising on Snapchat more targeted.

While Facebook and Twitter have long offered similar services to fine-tune ad delivery, part of Snapchat's appeal is being different from the pack, and largely ad-free. This could change once Snapchat goes public in March.

Snapchat's challenge will be balancing its bottom line with user expectations. For guidance, it might want to take some notes from Instagram's playbook.
 

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