Snapchat Is Telling Brands What Stores People Visit
Another way that companies know where you go through your phone
Snapchat is helping its advertisers track the stores you visit, the company revealed in its latest financial filing.
Snapchat’s Snap to Store will allow advertisers to track the app’s estimated 158 million daily users and see what stores they visit and what they purchase. The tracking will be anonymized and it’ll allow marketers to correlate ad campaigns, through sponsored geofilters, with actual foot traffic.
Some of the companies that have already participated in the beta test include Wendy’s, 7-Eleven and Paramount Pictures, according to the company’s S-1 filling. Wendy’s used the tool to measure how much impact it’s Jalapeño Fresco Chicken Sandwich geofilter had. Within seven days of it being available, it learned, it drove 42,000 visitors to the fast food chain.
Some users might find this new tool invasive. They have the option to opt out by turning off the app’s access to their phone’s location in the settings. However, they will not be able to take snaps using the geofilters available in their area if they turn off location settings.
Snapchat has faced competition from Facebook in the past year — mostly because Facebook copied every feature it has. Yet, based on new data compiled by Greenber Strategy and commissioned by Snapchat, the app is still doing well. The average user spends 25 to 30 minutes using Snapchat and opens the app 18 time per day. The study also revealed that 80 percent of users snap at restaurants, 66 percent snap at shopping malls, 50 percent snap at the gym and 49 percent at the airport.