Emily Tan
Nov 15, 2017

Snapchat's Ad Manager updates includes audience filters

Advertisers can buy filters as they would any other online ad and target specific audiences by demographics, lifestyle category and hour of the day.

PepsiCo's Quaker Oats trialled Snapchat's new ad manager filter audiences.
PepsiCo's Quaker Oats trialled Snapchat's new ad manager filter audiences.

Snapchat has rolled its advertising self-service tools onto one platform with Ad Manager 2.0.

The new Ads Manager has integrated the platform's Advanced Mode features (which includes frequency capping), Snap Publisher (its browser-based video editing software), Business Manager and Audience Filters with a Filter auction.

The latter will offer advanced targeting, measurement, and efficient pricing sold via auction for filters, the word Snapchat uses for the overlays that appear when users take a photo. The update means advertisers can buy filters as they would any other online ad and target specific audiences by demographics, lifestyle category, and by hour of the day.

"We’ve streamlined Snapchat Ads Manager so advertisers can buy, optimise, target, and measure in one simple place. And we added Audience Filters to the tool, a big win for advertisers who want to run creative, targeted camera ads at an efficient price," Peter Sellis, director of Revenue Product, said.

PepsiCo in the US was the first to trial this new platform and ran a beta campaign for Quaker Overnight Oats. The brand reached mothers and working professionals with different creative or messages based on whether it was morning or evening (see main article image, above).

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.