You might be surprised when driving down the road to see a large yellow billboard with an image of a white ghost and nothing else. No it's not advertising Halloween, rather it's the messaging app, Snapchat.

Snapchat has begun to purchase billboards in places that wouldn't surprise you like New York City in Times Square and tech-savvy San Francisco. But Upstate New York is seeing the Snapchat outdoor advertising as well. Drivers in Rochester were surprised to see the Shapchat billboard along Interstate 490.

According to AdWeek, the billboards are part of a campaign to promote Shapchat's Discover feature that showcases content from media partners on the app.

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