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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.
 

Learn with SMK through March

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Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

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SMK Editor

March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

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Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

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  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
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Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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