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.