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Snapchat Launches ‘Dynamic Travel Ads’ to Help Travel Marketers Reach Interested Audiences

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Snapchat Launches 'Dynamic Travel Ads' to Help Travel Marketers Reach Interested Audiences

With travel back on the cards in many regions, Snapchat’s looking to help travel advertisers reach its captive audience with new Dynamic Travel Ads.

As it sounds, Snap’s Dynamic Travel Ads match offers from a business’ product catalog in order to serve travel destinations relevant to each user, based on places they’ve visited and products they’ve previously viewed.

As explained by Snap:

“Dynamically retarget users who have been to your site or app before with hotel properties, destinations or flight routes that are most interesting to them.”

The ads utilize Snap’s pixel tracking to match user behaviors, along with Snapchat’s internal data and activity tracking.

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And with visitor data on 49 million unique places listed in the Snap Map, Snap’s also able to offer advanced, locally-relevant campaign delivery to serve hotels, airlines, destinations, and tours based on popularity.

An updated ad creation process also includes improved catalog setup for travel brands, with additional product feed attributes that are specific to travel businesses. That provides more customization options, enabling advanced targeting opportunities to ensure the most relevant ads are displayed to each user.

In beta testing, which has been underway over the past six months, Snap says that Dynamic Travel Ads have delivered improved results for Booking.com and Etihad Airways.

“Etihad was able to reduce their cost per flight search by 4x with Dynamic Travel Ads. Additionally, they saw a 307% increase in ROAS and a 76% decrease in cost per purchases, compared to their non-dynamic campaigns.”

In addition to this, Snap says that it’s also adding a new ‘Location Aware’ catalogs option for all of its Dynamic Ad options.

“For many businesses, price, availability, or messaging may differ greatly by region. Our “location-aware” catalog support allows advertisers to include a latitude/longitude in their catalogs, so whether they are a Retailer, Auto Dealership, Hotel Chain, or Food Delivery service, their message or offer will be tailored to wherever their customer is in the world.”

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Some of this data is subject to Apple’s ATT tracking prompts, which Snap recently noted have had an impact on its results.

In Q4 last year, Snap said that Apple’s iOS privacy-related changes had impacted ad partners ‘who prefer to leverage lower-funnel goals, such as in-app purchases’, though advertisers who optimize via web-based goal-based bids saw less impact, given that many of them had adopted the Snap Pixel.

Ultimately, first party integrations allow us to build out measurement solutions based on advertiser input and directly connect to how our formats and targeting work, so that businesses have the most accurate view of ROI. These allow us to preserve the privacy of our community while helping advertisers weather the disruption from platform changes.”

Most of the data used to power Dynamic Travel Ads would fall into the latter category, but there would be variable levels of impact on different brands and developers based on whether users choose to opt-out of tracking.

Even so, the option will provide new opportunities for travel brands, and as more look to boost their efforts in the wake of pandemic restrictions, it could be a valuable consideration.

Dynamic Travel Ads are available in all regions from today. You can learn more about how to set up Dynamic Travel campaigns here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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