Snapchat’s growing popularity is attracting increased number of advertisers in the recent months and the company is planning on introducing different features to let advertisers measure if their advertising campaign is delivering desired results.
The parent company is expecting that its vast amount of location data will come handy for advertisers as the company is currently testing the new features with small amount of marketers before rolling out completely.
Recently, the company said, “We recently developed our own Snap-to-Store measurement product using the location-based features of the Snapchat application to determine the increase in store visits after viewing an advertising campaign.”
The company pointed out the recent success of Snap to Store which helped to promote Wendy’s Jalapeño Fresco Chicken Sandwich. The company reported that the newly introduce geo-filter drover over 42,000 people to a Wendy’s restaurant within seven days of promotion.
If the feature is rolled out, the Snap to Store product will track people who viewed their friends’ Snaps featuring a sponsored geofilter. Afterwards, the company analyzes the number of people that visit the store within seven days of viewing the Snap, and compares this number to those that didn’t see the Snap, to determine visitation lift.