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Hugh Hefner

How Snapchat is targeting the over-35 crowd

How Snapchat is targeting the over-35 crowd

A yellow billboard. No text. Just a small, faceless ghost at the center.

For months, people have encountered this sight along roads nationwide, leaving those not in the know curious or confused.

In Los Angeles, you might've caught it heading toward Los Angeles International Airport on Century Boulevard. Is it unfinished? Some Halloween prank?

Turn to a kid, and no doubt, you'll get filled in: It's the logo for Snapchat, the smartphone app that teens and young adults use to share millions of photos and videos each day.

Snapchat's explanation for the mysterious billboards is as vague as the ads: "Fun and awareness."

The awareness part might be crucial...