Snapchat to allow advertisers to use pixels to track results

Lindsay Bennett
By Lindsay Bennett | 2 November 2017

Snapchat ads are about to get more targeted, as the app finally allows advertisers to use pixels to track results and make ads more targeted.

From later this year, Snapchat will give advertisers the ability to employ a pixel - a key tool to make ads more trackable and targeted. By putting a pixel, a bit of digital code, on their websites, brands can then measure when a person saw their ads somewhere else in the digital ecosystem.

Pixels are also used to retarget ads, showing people ads they had already seen elsewhere.

Snapchat CEO Evan Spiegel previously described the marketing tool as “creepy” and has shied away from the technology in the past.

However, Snapchat has had to embrace new tactics as it looks to develop a sophisticated advertising model that can compete with the likes of Facebook and Google.

Pixel technology is used by almost every major ad technology and internet company, including Facebook, Google and Twitter.

Snapchat has been ramping up its ad offering to compete with Facebook, which has launched a similar vertical video ad product via Instagram.

TechStyle Fashion Group, whose brands include JustFab, Fabletics and ShoeDazzle, has been involved during the alpha testing of this product in the US.

Across all TechStyle brands, Snap was able to drive a cost per purchase 40-60% lower than their goal, in just 24 hours after someone saw their ad. Their secondary KPI, which was to drive new leads, achieved a cost per sign up 30-50% under their goal for each of the brands.

Snapchat is expected to generate US$775 million in ad dollars this year, but the growth in the business has been slower than expected, according to eMarketer. 

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