Digital Audience Measurement to Enable Consistent Mobile Campaign Metrics and Reporting Across Platforms
New York, NY – Feb. 25, 2016 – Nielsen today announced that Snapchat has selected Nielsen Digital Ad Ratings to measure the audiences of its 3V advertising on mobile devices. The use of Digital Ad Ratings is an expansion of Snapchat’s current measurement offerings and its first venture into campaign ratings measurement from an independent provider.
Snapchat’s 3V ads are full screen, vertical videos that Snapchatters view by choice within the premium and curated contexts of Snapchat’s Discover feature and Live Stories. Nielsen Digital Ad Ratings, the industry-standard for digital advertising measurement, reports a campaign’s total digital audience across computers, tablets and smartphones using metrics that are comparable to TV.
Digital Ad Ratings will enable Snapchat to deliver mobile audience reach, frequency, demographic composition and gross ratings points (GRPs) for Snapchat 3V campaigns—metrics that are consistent with those across television and the digital space. By implementing Digital Ad Ratings measurement, Snapchat will also gain more granular insight into the reach of its 3V ad campaigns and the ability to further demonstrate the value of its audience.
“Snapchat’s 3V ads represent a unique approach to advertising,” said Steve Hasker, Chief Operating Officer, Nielsen. “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.”
“We’re excited to work with Nielsen to measure the great results our advertisers see every day on Snapchat,” said Imran Khan, Chief Strategy Officer, Snapchat, Inc. “We’re committed to bringing all the major measurement solutions to our platform.”
Digital Ad Ratings measurement of two additional Snapchat ad products—its Sponsored Geofilter and Sponsored Lens campaigns—will be available in the future. Snapchat’s use of Nielsen’s Digital Ad Ratings for mobile campaign measurement is an extension of the companies’ current relationship, which includes measurement and analytics that capture audience reach, resonance and reaction on Snapchat’s platform.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
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