Snapchat Is Pushing Marketers to Turn Up the Volume and Ditch Silent Ads

New deal with Moat measures audio's effectiveness

Snapchat is teaming with Moat, a burgeoning ad measurement player, to help marketers better understand their campaigns' effectiveness. One of the more interesting elements they'll focus on: audio. Snapchat apparently believes audio is being undervalued in the digital marketplace. 

Facebook advertisers have, for the last year or so, been told to create spots with the idea that they won't be heard in the news feed, where the default audio setting for video ads is off. Snapchat's default is set to on, and the company says more than two-thirds of its videos are viewed with sound.

"When you have visual attention, you couple that with audio on, and you couple that with user choice, which is a big part of the Snapchat experience, what you have is users leaning in when they are consuming or engaging with the ads," said Clement Xue, head of revenue operations at Snapchat.

The partnership also entails a Moat Score for Video that will include a metric that scores ads from 0 to 100, by calculating screen real estate (3V ads are full-screen) and time exposed to video and audio. The score is meant to guide advertisers as they weigh a campaign's effectiveness.

Additionally, Snapchat said today that it recently worked with MediaScience to survey 320 consumers aged 16-56, which compared, during 552 sessions, Snapchat video ads to those on TV, Facebook, Instagram and YouTube. The study encompassed biometric testing to capture emotional responses, as well as eye-tracking and exit surveys.

Snapchat says its ads garnered twice the visual attention of Facebook, 1.5 times more than Instagram and 1.3 times better than YouTube. When compared to those platforms and TV, Snapchat claims that its ads generated greater emotional response and twice as much purchase intent. 

Snapchat is also now working with Google's DoubleClick to pump out ad data. The mobile app has increased the amount of data it can provide marketers by teaming up with 10 measurement partners, including Nielsen, Sizmek, Innovid and Millward Brown Digital. Last year at this time, the number of such partnerships was one.

Meanwhile, Moat's clients also consist of Facebook, Instagram and Twitter.