Snap has named GroundTruth as its latest location technology partner, as the social messaging/“camera” company seeks to sharpen and broaden its advertising arsenal. As an official partner, GroundTruth will make Snapchat’s Geofilters and Snap Ads available directly on the location marketplace’s platform through Snapchat’s API.
Geo-ust:
Users can now create, customize, and share Geofilters, which are images that overlay their photos and videos. Geofilters help explain the where, when, and why Snapchatters took a Snap.
Geofilters are a way for users to enhance their creativity, spread joy, and perpetuate memes. But businesses can create them too, and this is where Snapchat starts to dabble in augmented reality: their Geofilters allow businesses to create branded versions which include logos and images and make them available in a radius around a fixed location.
Video ads:
Snapchat allows businesses to target full-screen video ads at users. GroundTruth enhances this by allowing advertisers to target unique users based on GroundTruth’s location profiles, which are then loaded through the Snapchat API. For example, a GroundTruth advertiser may want to target its branded videos at people who visited the music festival Coachella or to those who have shopped at a specific store recently. By leveraging the power of GroundTruth’s Location Audiences with Snapchat’s Audience Match technology, the targeting of those users with their corresponding Mobile IDs on Snapchat is now possible, and easier than ever.
Location & location experience:
GroundTruth clients can now access these features directly through the GroundTruth platform and seamlessly make them available on Snapchat. Users can create or upload designs, select broadcast areas, access GroundTruth’s custom Location Audience segments, and more.