Snapchat desperately wants businesses to pay for geofilters

Snapchat needs to make more money, sure. But even more than that, the now-public company needs to attract more advertisers — even to its lower cost ad options — in hopes of turning them into big spenders and cementing the app as a must-buy digital ad platform.

To do so, Snapchat is turning to one of its oldest tools: Geofilters.

The app, once primarily heralded for its sexting capabilities, is in a need of cash and attention amid its growth period less than a month after going public. How it's doing that — beyond inking deals with the world's biggest entertainment studios — is convincing businesses that they should fork over a few hundred dollars per year and make an annual commitment to have geofilters on the app.  Read more...