Snapchat has struck a deal with leading audience measurement firm Nielsen to give brand advertisers a better idea of how their ads are performing on Snapchat. With this new partnership, brands can get the third-party stats they need from Nielsen to gauge the performance of their video ads featured in the app’s Live Stories and Snapchat Discover, Snapchat’s content portal featuring a variety of publishers, such as MTV, CNN, Daily Mail, and ESPN. In addition, Snapchat has also reached agreements with ad-tech firms Innovid and Sizmek to further improve its ad measurement.
What Brands Need To Do
This partnership should bring more transparency to Snapchat ads, enabling brand advertisers to measure Snapchat campaigns through the lens of Nielsen Ad Ratings and compare the performance of their ads across different content portals. As Snapchat offers more clarity on its ad performance, brands looking to reach the app’s young-skewing users will have more data at their disposal, which they should utilize to adjust their Snapchat campaigns accordingly.