Snapchat really wants to let Madison Avenue know it’s taking measurement seriously. It also wants advertisers to be aware that—unlike other social platforms—people watch its video ads with the sound on.
The fast-growing social app has teamed up with the analytics firm Moat to track how viewable ads are on Snapchat, and to ensure that only real humans are viewing the ads. In addition, Snapchat is working with Moat to provide more robust data on how long people watch its ads and how often people view them with the sound on.
Based on its own internal data, Snapchat says that more than two-thirds of the videos delivered on Snapchat—including video ads as well as videos produced by consumers and media companies—are viewed with the sound on.
The additional data that Moat will analyze should help Snapchat verify that sound-on boast. It could be a significant distinction from Facebook, where most users start watching video ads in their news feeds without any sound by default. Facebook has urged advertisers to orient their videos to take that fact into account by, for example, including captions.
“We think we have the best ads in mobile,” said Imran Khan, chief strategy officer.
Mr. Khan clearly knows that brands won’t just take his word for it. The new Moat partnership is the latest public maneuver aimed at helping to provide major marketers with a level of third-party verification for advertising on Snapchat to convince them to spend more money on such ads.
Over the past year, Snapchat has partnered with the ad tech companies Sizmek and Innovid and media researchers Nielsen and Millward Brown, all in an effort to help major marketers feel comfortable advertising on the platform and potentially moving ad budgets to Snapchat from TV.
To that end, Snapchat is also set to release new research conducted by the firm MediaScience designed to compare the impact of Snapchat video ads with TV and other platforms. Plus, advertisers will also be able to use Google’s Doubleclick ad tracking software to collect data on campaigns.
Gunnard Johnson, who was recently installed as Snapchat’s new head of quantitative ads research, said that the company now works with 10 media measurement partners, up from one a year ago.
As for the Moat deal, the analytics firm has become well known in digital media circles over the past several years by helping Web publishers prove that their ads are viewable—meaning that they are visible to consumers on their various screens. That’s not necessarily a huge issue for Snapchat, which doesn’t have a desktop site where ads may be delivered to a part of a webpage that doesn’t appear on a user’s screen.
Still, employing Moat data should help Snapchat tout its high scores on viewability, which could help differentiate it from other platforms and draw in more advertising dollars.
Plus, Moat is using this Snapchat deal to roll out a set of new metrics designed to help brands gauge things like time spent with ads and screen real estate—areas where Snapchat’s full-screen mobile ads should score high.
“We obviously don’t have a viewability issue,” said Mr. Khan. “But we want to move the industry forward. Advertisers are confused by all the different definitions out there of viewability and other metrics. We hear from them a lot. So everybody wins if mobile gets this right.”
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