Intent. Marketers are always on the lookout for signals of intent to deliver brand messages created with conversion in mind. Google paid search was built off of the model. If users search for a product or something related to the category, they might be primed to buy. Pinterest is taking that same idea and building it into their Promoted Pins. Marketers have targeted users based on browsing history with the assumption that sites they visit signal intent for what they’d like to do next.

Signals of intent that marketers can tap into are making themselves available in more and more places, and as data for targeting is constrained in some areas, such as Facebook removing third party data from its ad targeting solutions, it’s opening up in other areas.

One major area intent is getting especially exciting is when it comes to location. Snap is rolling out three new tools for brands to reach consumers at not just moments of intent but places as well.

The first is Radius Targeting, which is essentially geofilters that place Snap Ads and sponsored filters around specific geographic locations, such as a mall, restaurant, concert venue or airport. Advertisers can see where you are and deliver relevant messaging based on proximity turning location into action.
The second one is actually the one that I’m most excited about. It’s Location Categories. Location Categories are made up of 150 different categories, such as movie theaters, stadiums and restaurants. Advertisers can target people visiting those locations. It’s using the places people go as a signal of intent that brands can tap into—if you like this restaurant, you’ll love ours. This isn’t a targeting option that Foursquare or even Facebook can offer.
Finally, Snap wraps everything up into an insights package that looks to turn foot traffic into insights with brands able to see demographic breakdowns of who’s been in their stores.

Location has the potential to be the ultimate signal for intent. After all, people have done more than make a search query. They’ve taken action in the real world. They’ve gotten off the sofa and made a move.

Location signals much more than intent, but as marketers we should look for intent everywhere. Understanding what steps consumers take on the path to purchase is key to understanding what moments are signals and what moments are just noise.