Snapchat filters are now strategically targeting more users than ever before. Previously, Snapchat used geo-filters to target an advertisement based on a specific location. But with ad sales lower than expected, drastic measures needed to be taken. Now brands will be able to target through user interest, time of day and even gender. “This signals that Snapchat is willing to start to do more for advertisers. Reaching someone when you know they’re at your store, that’s farming. Audience filters – that’s more like hunting,” said a Snapchat ads platform partner. Quaker Oats, owned by PepsiCo, is one of the brands that is trying the new audience-based filter campaigns. The brand is targeting mothers and working professionals, dividing the campaign into day and night and tweaking the messaging depending on the time of day. This shows Snapchat is willing to go to the extra mile for advertisers and inevitably speed up its slow progress. Snapchat also recently just launched a pixel ad tech offering. These pixels track consumers across the web and help brands retarget ads to people that visited their websites. Even though Snapchat is still seen as an amateur in advertising offering, the social media platform is a massive influencer and agencies need to recognize its power. Are you ‘buying’ this?