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BizReport : Advertising archives : June 20, 2016

Snapchat to give advertisers info on how their campaigns impact in-store sales

It is a question every marketers wants to know - how is their social media marketing performing in the real world? A new partnership between Oracle Data Cloud and Snapchat is set to answer just that.

by Helen Leggatt

The partnership's aim is to measure incremental store sales resulting from marketing campaigns run on Snapchat. Analysis of the impact of campaigns run on the social media site on in-store sales will help CPG advertisers both quantify and improve their ongoing marketing efforts.

At the same time as the partnership announcement, and to help illustrate the effectiveness of Snapchat campaigns, Oracle Data Cloud revealed the results of recent analysis of 12 CPG campaigns run on Snapchat and their effect on in-store sales.

According to the study, which involved cosmetic, personal care, beverage, cleaning and packaged food brand campaigns, 92% resulted in a positive lift in in-store sales.

"We've been listening closely to advertisers and delivering the data they need," said Clement Xue, global head of Revenue Operations at Snapchat. "This research shows that Snapchat is more effective at driving sales for advertisers, and we're delighted to offer this measurement solution going forward."

Snapchat currently boasts around 150 million daily active users compared to approximately 135 million for Twitter. The platform recently introduced a new ad format, Snap Ad, that allows advertisers to show a 10-second vertical video while users are watching a feed of photos and video posted by their friends. The ads appear between Stories, rather than interrupting a friend's daily update.

A recent Piper Jaffray study "Taking Stock With Teens" surveyed around 6,500 U.S. teens to see what they felt was the most important social network, and Snapchat came out on top with 28% of votes compared to 27% for Instagram.

Tags: advertising, in-store sales, Snapchat, social media

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