Social Commerce

Snapchat Makes Location-Based Promotions Simpler

Snapchat may soon see the location-based advertising campaigns on its app increase, but it will be through the efforts of Yext, Inc.

Currently, brands can pay to have Snapchat provide them with a particular graphical overlay known as a geofilter, but in the past using said filters was something of a hassle since companies had to manually provide Snapchat with the exact geographical details of where they want the filters to appear.

Yext is essentially removing that step by working with Snapchat to make it easier to "tap" in information than key in long strands of data.

“Some people are saying Snapchat is the new TV — that’s how much time people are spending in it,” said Yext CEO Howard Lerman, who noted that brands had a clear need for geofilters, but not as they came out-of-the-box.

“They were saying, ‘we’re interested in running geofilter campaigns — can you help us do that?'”

And they have good reason to look for the help - as of June of this year, 150 million people use Snapchat per day - and in the last year Snapchat has worked hard to turn those users into actual quantifiable funds.

Comcast Corp.’s NBC and Yum! Brands Inc.’s Taco Bell have all signed advertising contracts (for undisclosed amounts) with Snapchat.



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.

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