Tim Peterson says, “In the growing rivalry between Facebook Inc. and Snapchat’s parent company Snap Inc., Facebook’s strategy seems to be copying Snapchat’s product features, and Snap’s strategy seems to be copying Facebook’s business playbook.

Less than a year after Facebook officially started measuring the brick-and-mortar traffic its ads generate — borrowing from Google’s playbook — Snapchat is rolling out its own version of this online-to-offline measurement and adding more ways for marketers to send people from Snapchat to their stores.

7-Eleven, Paramount Pictures and Wendy’s were among the first brands to test Snapchat’s Snap to Store measurement tool that tracks the number of people who use Snapchat in a brand’s physical location, like a retail store or restaurant, and then checks how many of those people had seen an ad from the brand on the mobile app.

Snapchat can only tell if someone visited a brand’s location if that person uses Snapchat in that location, i.e., if the person opens Snapchat to check their friends’ Stories while standing in line or to snap a photo while trying on a weird hat. The company is not tracking people’s location when the app is running in the background”.

Snapchat will tell brands how many people saw their ads, then visited their stores, restaurants

Marketing Land

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