October 11, 2017 David Kaplan

Snapchat’s Context Cards Extend Digital Presence Information From Outside Apps

The introduction of Snapchat’s Context Cards represent the clearest way for brands that manage their online listings to get in front of the image sharing platform’s 173 million daily users.

The company bills Context Cards as a “new way” for Snapchatters to learn about what they’re viewing via information from third–party app partners including Foursquare, TripAdvisor, Michelin, and Goop. Context Cards also offers connections to ride-hailing apps Uber and Lyft, as well as reservation platforms Open Table, Resy, and Bookatable.

Context Card in action: Using Snap’s own “Knowledge Graph” and tools like Snap Map, users can find information about places — and then make a reservation or hail a ride all without leaving the Snapchat app.

Context And Engagement

In a larger sense, Context Cards shows the expansion of the “Knowledge Graph” concept promoted by Google that aims to meet consumers’ demand for specific answers and information instead of a list of links from a search.

The Snapchat feature is similar to the mix of personalized news and place-based information that Google Now app users see via “smart cards.”

In the case of  Snapchat Context Cards, when a user sees an image of, say, a place that serves pancakes in a Snap, they can swipe up if that Snap says “More” at the bottom to see more information likes reviews about that business from partners like TripAdvisor or Foursquare, for example.

Once within the Context Cards for a specific location or venue, a user can then locate the restaurant on Snap Map, contact the restaurant directly or make a reservation (if it’s available) via Open Table, Bookatable, or Resy, and even get an Uber or Lyft to take them there — all without leaving Snapchat.

Snapchat Context Cards showcase location information and provide access to apps that will connect the user to a physical place.

It all adds up to the way Snapchat has gone from bewildering publishers, agencies, and brands as marketing partner two years ago to being an essential part of practically all major brands’ app engagement and Digital Presence Management by linking together places and related real-time information) to online/offline strategies.

No Ads, Only Organic Connection

The advent of Context Cards comes as other platforms seek ways of aligning with complementary apps. Two weeks ago, as an example, Walmart signed on to Button’s Marketplace, an app engagement and payments platform that connects matches mobile content with the ability to access related transactions without having to juggle multiple apps at once.

The Context Cards also follow the path set by previous Snap features like Geofilters, which initially allowed only users to add an image overlay telling friends their location,  and Snap Map, which debuted in June and lets Snapchatters position themselves on a map of the world while displaying crowd-sourced images and videos shared from specific locations.

Like Snap Map, ads will not appear within the Snaps found in Context at this time — that includes Snap Ads and Sponsored Creative Tools. In general, it’s worth noting that in the interest of preserving its unique user experience, ads still do not appear between Snaps in Search or Snap Map today either.

Location At The Center

The feature also puts a spotlight on the importance of location technology that Snap has relied on.

Foursquare is noted as a particular partner in Context Cards, thanks in part to its personalized discovery tools based on its location intelligence as well as its connection to a wide range of brands. But it’s not the only provider of geospatial information to Snap.

In addition to its purchase of online-to-offline attribution Placed this summer, Snap Map is also powered by navigation and geo-data visualization players Mapbox, OpenStreetMaps, and DigitalGlobe. On the advertising side, Snap also works with geo-data specialist Factual and location-based ad targeting and analytics provider GroundTruth.

Overall, Snap relies on a sophisticated combination of internal and external signals to determine relationships between venues and locations. Together with location intelligence from its partners, it been able to build a strong knowledge graph, the value and accuracy of which will continue to grow stronger.

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