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BizReport : Advertising archives : February 26, 2016


Nielsen to track Snapchat ad campaigns

Marketers using the social platform Snapchat for advertising campaigns will now be able to track their investment via Nielsen.

by Helen Leggatt


Snapchat now has more than 100 million daily active users and, as such, has proved an attractive environment for advertisers. However, until now, it has been difficult to track how those campaigns perform.

Now, using Nielsen's 'Digital Ad Ratings' which tracks mobile audience reach, demographics, frequency and gross rating points, marketers will be able to get a better handle on 3V ad campaigns run in Snapchat. According to Nielsen, the metrics will be "consistent with those across television and the digital space".

"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."

While the metrics are currently restricted to Snapchat's 3V ads, Nielsen's announcement says they will later be extended to include Snapchat's Sponsored Geofilter and Sponsored Lens campaigns.

360b / Shutterstock.com






Image via Shutterstock

Tags: advertising, campaign, metrics, Nielsen, Snapchat, social media








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