MomentFeed now offers paid social across Snapchat, Facebook and Instagram at scale

MomentFeed is bringing social, mobile and location together with a combined social media offering that enables paid-media buying across Snapchat, Facebook and Instragram.

The company is focused primarily on multi-location brands that sell offline, including retailers, restaurant chains and franchised businesses. MomentFeed says it’s the first to allow brands to buy ads at scale across all these platforms. Local Snap Ads and Geofilters are part of the offering.

Earlier this week, Snapchat made Sponsored Geofilters available to third-party software through its ads API in several markets including the US, Canada and the UK. MomentFeed is part of that program as a certified advertising partner.

Individual location Pages have 5x to 10x the engagement and influence of national — on mobile devices

Source: MomentFeed

For many brands, the idea of local marketing at scale is something of an oxymoron. However, MomentFeed’s data show that location-based social media campaigns and content outperform national campaigns. For example, when both corporate and individual location Pages exist on Facebook (e.g., for chain restaurants), 80 percent of mobile consumer engagement is on the local Pages. The company also reported, based on aggregate customer data, that organic reach on local Pages was roughly 8x that of brand/corporate Pages last year.

MomentFeed’s SVP of product, Derek Browers, argues that being a mobile brand means becoming more personalized, and personalization equals relevance. That in turn means leveraging location, which helps boost perceived relevance. There’s considerable data to support the idea that people see locally targeted ads and offers as more relevant.

Browers explained that right now, Geofilters don’t allow for dynamic creative. However, he expects dynamic localization to come in the near future. He also said that anecdotally, lots of brands are interested in Snapchat’s 18- to 34-year-old audience.

The new Snapchat API and third-party partnerships, such as MomentFeed, should greatly expand the numbers and types of advertisers that Snapchat will attract. By the same token, MomentFeed will be in a position to see which social channels and ad units perform most effectively for multi-location brands and enterprises.