Family Tech Blog

Tag: advertisers

  • Snapchat’s New Filters Can Recognize Items in your Photos

    Snapchat’s New Filters Can Recognize Items in your Photos

     

     

    Snapchat’s new camera filters can now identify items in your photo and recommend AR graphics, borders, or stickers for you to add. The action is automatic and will insert recommendations into the filter carousel. To my knowledge you cannot turn off this feature, it is now a stock part of the Snapchat camera. The camera can recognize pets, sports equipment or events, food, and even specific locations.

    These are powerful tools for Snapchat users, especially paired with their geofilters which is strictly based on your location data. Besides just making your recommended filters more relevant, these new filters will make it easier for advertisers to target their ads more specifically. Turning off your location information won’t be enough anymore, your camera can now give advertisers clues (automatically based on software and algorithms) as to where you spend your time. This is big news for advertisers and even bigger news for tech safety and security specialists. 

    What Parents Should Know

    My advice is to always turn off the location data on your kid and young teen’s phone. I recommend only sharing location information when you’ve left somewhere, never while you’re there. There are many reasons for that advice, including not alerting people that you aren’t home and not making it easier for predators to figure out where you spend your time. If your camera is using the things in your photos to tag your location then you have lost control over your location data. That, to me, is a problem. Snapchat has been on my uninstall list for a while and this news just strengthens my case against it. Snapchat’s goal is to service financially and they are now making decisions to make their product the best advertising tool available to brands all over the world. This means forsaking the privacy and security of their users and most of their users are your teens. Uninstall Snapchat now. There…I said it.

  • Advertising on Snapchat Gets Creepy 

    Advertising on Snapchat Gets Creepy 

    Snapchat’s Always Been About Privacy

    The initial appeal of Snapchat was the disappearing images. The idea was that your conversations with friends stayed between you and them. It was a novel concept in a world where anyone who wants can comment on your post on Facebook or Retweet you on Twitter. SNAP inc., the company that now develops Snapchat even let the privacy theme stay in the way they allowed advertisers to use their site. Last fall a feature allowed business accounts to import their email and phone contacts to target current customers with advertising but that meant the companies were using information that already belonged to them.

    The new announcement about advertising  means that marketers can use data from a third party data collection agency to target their audience based on what they do outside of snapchat. You know the feeling when you follow a whim and lookup the entire collectors set of Star Trek The Next Generation on Amazon and then see the ads for Star Trek pages on facebook the next day? Well, now the same icky feeling is available on Snapchat.

    The silver lining here is that you can opt out of targeted advertising on your accounts page. Snapchat has yet to release an in-app announcement notifying users of the addition or the option to toggle it off though.

    Snapchat’s CEO Said Ad Targeting is Creepy

    “I got an ad this morning for something I was thinking about buying yesterday, and it’s really annoying” Spiegel declared. “We care about not being creepy. That’s something that’s really important to us.” – Snap CEO Evan Spiegel

    Snap is a Real Company Now

    In September of 2016, Snapchat changed their company name to SNAP Inc. This led to some changes in how they did business, including adding hardware (Spectacles) to their repertoire. It has also meant that some of their earning decisions have changed and this step to provide more accurate advertising to companies who use Snapchat for marketing is a perfect example of one of those decisions.

    SNAP isn’t a company that makes an app for High Schoolers anymore. According to the latest reports Snapchat brags 301 million monthly users and are projected to earn over $900 million in advertising in 2017. That’s right, it’s time to take snapchat seriously. The app was largely considered a young person’s trend for a while after it launched but it has quickly become a serious part of the Social Media landscape. In fact ages 18-30 are one of their fastest growing user demographics. When you take all of this into account you realize that this shift in the view of targeted marketing was just a matter of time.

    Marketing Ruins Everything

    Remember when email was simpler? You had one address and just used it to chat with family or to do business. Now you have to have your spam address, newsletter address, family address, signup address, business address, and the email you never check anymore. This all happened because marketers ruin everything.

    Facebook was all about social connection, now you can’t scroll through three posts without a sponsored ad beckoning to you to buy some monthly box of uselessness. Marketers ruined Facebook too. Don’t get me started on YouTube. Sitting through a lame movie trailer before you can watch the cool movie trailer you clicked through to see…it’s all too much.

    It looks like Snapchat is next in line. The inclusion of ad targeting by Snap will allow everything, even some of your offline behavior, to influence the advertising you will see on your Snapchat story.

    What Parents Should Know

    Snapchat makes a lot of appearances on this site because it’s one of the most relevant social media apps out there. I recommend understanding the app and how it works if you’re the parent of a teenager. If they don’t use the app then they want to and you will need to be knowledgeable about it before you make the decision whether or not to let them start Snapping. While sexting is always a concern on any messaging app, the marketing announcement today confirms what I have been saying since this fall. Advertisers want to notify your teenager when they have a new message for them and Snapchat just made it even easier for them.