MERCADEO Versión en español
Lee Vann from Captura Group: New Snapchat Features Will Allow Targeting Hispanics
Manuela Walfenzao| 8 de noviembre de 2016
Con las nuevas herramientas la segmentación y el alcance son más efectivos
For Lee Vann, Founder and CSO at the Hispanic agency, Captura Group, Snapchat has over 150 million daily users so it’s logical to think that millions of Hispanics use the platform, which has the potential to be a go-to channel for clients. “There is no doubt that Hispanics are on Snapchat” he wrote in a post at LinkedIn’s Pulse. However, he noted, there hasn’t been a great way to target them in a measurable way, until now. Later this year, Snapchat will be releasing three new targeting options: Snap Audience Match, which anonymously match a brand’s consumer data with Snapchat’s pool of data; Snapchat Lifestyle Categories, that allows brands to target ads to Snapchat users based on their in-app video consumption patterns; and, Snapchat Lookalikes, that combined with Snap Audience Match, will allow brands to target consumers who are similar to their current consumers. “Which will finally give Hispanic marketers the ability to reach the coveted Hispanic consumer on the platform” Vann said. He explained, for instance, that with Snap Audience Match, a brand can Snap to their followers on social channels an exclusive invitation to see their favorite Latino artist. Or, by combining Snap Audience Match and Snapchat Lookalikes, brands can target millions of customers who behave like their Hispanic customers. Vann said that they are looking forward to leverage these new Snapchat targeting options to reach Hispanics, and requested brands to share their experience with this social platform.
