Nielsen to measure Snapchat campaigns

Social video service signs measurement firm to give advertisers data they seek

Snapchat has boosted its offering for advertisers by signing a measurement deal with Nielsen Digital Ad Ratings, a move that signals the company’s commitment to the more detailed data sought by advertisers.

Nielsen will measure Snapchat video ads across smartphones, tablets and computers. Currently, its ads pop-up when users watch curated “Live Stories” content during special events or original content on the service’s “Discover” channels from brands such as People, MTV, National Geographic, CNN or Cosmopolitan.

Snapchat says it receives more than 7 billion video views each day on its service from more than 100 million daily active users. Though the service has offered data on these users to advertisers in the past, brands have long been asking for more. Nielsen’s Digital Ad Ratings measurement will be looking at mobile audience reach, frequency, demographics, composition and gross rating points — metrics the company says are consistent with television and other digital media.

Snapchat’s 3V ads represent a unique approach to advertising,” said Steve Hasker, Nielsen’s chief operating officer, in a press release. “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.”

In addition to the video ads, Nielsen will also be measuring two other Snapchat products. First is its Sponsored Geofilters, which allow users to add an overlay to their Snaps when near a specific location, such as a retail outlet or entertainment venue. The other product is Sponsored Lens, which has been used in the past by companies to promote a new offering across a larger geographic space, including nationwide.

“We’re committed to bringing all the major measurement solutions to our platform,” said Imran Khan, Snapchat’s chief strategy officer, in a press release. “We’re excited to work with Nielsen to measure the great results our advertisers see every day on Snapchat.”

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