Nielsen Digital Ad Ratings recently announced that it will be measuring audiences of Snapchat‘s 3V advertising on mobile devices. Snapchat 3V ads are full-screen, vertical videos featuring within curated contexts on Discover and Live Stories. Utilising Digital Ad Ratings, Snapchat will be able to service is clients more data on mobile audience reach, frequency, demographic composition and gross ratings points for campaigns.
The move comes after brands have begun to up their spend on Snapchat ads, but are demanding improved measurement features.
Nielsen to measure Snapchat 3V ads
In addition, Digital Ad Ratings provide better insights into the reach of 3V ad campaigns, demonstrating the value of Snapchat’s 100m-strong daily active audience.
Steve Hasker, Chief Operating Officer, Nielsen, says:
“Snapchat’s 3V ads represent a unique approach to advertising. We’re proud that Snapchat has chosen Nielsen Digital Ad Ratings for its first foray into standardized campaign measurement and look forward to continued collaboration.”
Nielsen added that it plans to roll out two additional measurements for Snapchat’s Sponsored Geofilter and Sponsored Lens campaigns in the future.
Nielsen and Snapchat have been partners for a year to provide brands with resonance and brand lift features. The new deal is an expansion of this agreement. In addition, Snapchat partners with Millward Brown Digital to provide data on ad recall and purchase intent.
Adam Shlachter, Chief investment officer, DigitasLBi., previously said:
“Everyone wants more metrics and more insight. One hundred million daily users sounds great, but I need an accredited source to validate that. This is definitely the direction we’ve been asking them to go, to get on par with virtually every other major media platform.”
It appears, the chat app has certainly taken advertiser feedback to heart and aims to roll out some major measurement solutions to its platform this year.