LONDON: Snapchat, the image sharing camera app, has answered critics of its measurement capabilities with a new deal with LiveRamp, which it says will allow UK brands to measure the impact of campaigns on offline sales.
Andy Pang, international head of measurement at Snapchat is bullish about his company’s offer. “Snapchat’s measurement is on a par with Facebook,” he told Digiday. “In a much shorter period of time [than our rivals], we’ve got to a stage where we’re providing the market with the tracking, verification, viewability, reach and resonance tools they want to evaluate our performance on.”
Parent company Snap, while avoiding detail in communications with the Drum, said that the product will leverage consumer date from one of the UK’s “largest supermarkets,” matching these results with Snapchat users.
The app, a favourite among teens, has added that its LiveRamp ‘offline sales impact’ (OSI) system will be ‘privacy-friendly’, which is to say GDPR compliant. LiveRamp’s product connects multiple online and offline identities through an “eponymous means,” a spokesman said, meaning that identities do not reach either LiveRamp or third parties.
Additionally, Snapchat announced that across Europe it would be introducing a Marketing Mix Modelling (MMM) partner program to measure work on the platform alongside other channels. This follows the system’s introduction in the US just over a year ago, using data from Millward Brown, Nielsen, Integral Ad Science, Sizmek, and MOAT.
"Understanding their impact on product sales therefore requires a deeper understanding of our advertising solutions, the campaign delivery information we provide and how to work with us to generate deeper learnings.
“The MMM partner program that we are launching internationally allows this to happen for more clients and partners across the EMEA region," Pang added.
The addition of further metrics will, in theory, provide a safer basis on which agencies and brands can buy media on Snapchat.
Following consistent losses, in February, Snap appeared to have made significant gains in its ad sales by shifting the bulk of ad sales to programmatic, it continued to make a loss but had reduced its cost by a fifth in the fourth quarter of last year.
Sourced from Digiday, The Drum, WARC, LiveRamp; additional content by WARC Staff