The ratings report a campaign’s total digital audience across computers, tablets, and smartphones using metrics comparable to TV
Snapchat has selected Nielsen Digital Ad Ratings to measure the audiences of its 3V advertising on mobile devices. The use of the platform is an expansion of the brand’s current measurement offerings and marks its first venture into campaign ratings measurement from an independent provider.
“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 standardised campaign measurement and look forward to continued collaboration,” said Steve Hasker, Chief Operating Officer at Nielsen.
Users view full-screen, vertical 3V videos by choice within the premium and curated contexts of its Discover feature and Live Stories. As the industry-standard for digital advertising measurement, the ratings report a campaign’s total digital audience across computers, tablets, and smartphones using metrics comparable to TV.
The service allows the delivery of mobile audience reach, frequency, demographic composition, and gross ratings points for campaigns—metrics consistent with those across television and digital. By implementing the scheme, Snapchat gains more granular insight into its campaigns’ reach and ability to further demonstrate audience value.
“We’re excited to work with Nielsen to measure the great results our advertisers see every day on Snapchat. We’re committed to bringing all the major measurement solutions to our platform,” said Imran Khan, Chief Strategy Officer for Snapchat.
The measurement of two additional Snapchat ad products—sponsored Geofilter and Lens—will soon be available. The use of the ratings for its mobile measurement is an extension of the companies’ current relationship which includes measurement and analytics to capture audience reach, resonance, and reaction on Snapchat.
