In February, Snapchat officially announced that it had been working with WPP-owned Millward Brown for over a year to measure the effectiveness of campaigns for marketers, including brand awareness, intent and favorability stats. Now, the red-hot app is sharing a handful of those stats as it looks to ramp up its advertising business.
In March, Fox ran a Sponsored Lens campaign promoting the second half of Season 2 of its drama Empire. The filter overlaid a graphic of a pair of headphones and sunglasses over Snapchat users' faces with a microphone that they could pretend to sing into.
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"We wanted to create a campaign that echoes the same level of energy, creativity and urgency the hit show delivers every week," said Angela Courtin, Fox's evp and CMO.
Snapchat uses Millward Brown's Brand Lift Insights tool, which surveys folks who opt-in to participate with email questionnaires after they view an ad, asking questions about the brand and campaign that they saw.
According to Snapchat, Fox's campaign boosted brand awareness by 16 points when comparing a group who saw the ad versus those who did not see the promo. It also increased tune-in intent by 8 percent.
Those results are based, however, on a fairly small scale compared to the number of times the ad was interacted with. The data includes more than 550 respondents, and the ad in total was played 33 million times. The Empire ad was viewed 61 million times, and the average person played with the graphic for 20 seconds before attaching it to a snap.
While the results are based on a small sample, forking over brand lift data is important for Snapchat to grow its burgeoning ad business. Since slowly opening up its ad business 18 months ago, one of the major complaints from brands is that they don't know how campaigns perform beyond just reaching 100 million daily users who watch 10 billion videos per day.
In addition to Millward Brown, Snapchat also has a deal with Nielsen that analyzes numbers on the app similarly to a gross rating point for TV ads, served within the app's Live Stories and Discover sections as well as partnerships with ad-tech companies Innovid and Sizmek.