Snapchat Inks Nielsen Deal and Signals That It’s Taking Ad Performance Data Seriously

Marketers get more stats from the app

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Brands spending money on Snapchat campaigns have demanded more performance data for the past several months, and now they appear to be getting at least some of what they asked for. 

Nielsen today announced it has struck a deal with the app to offer marketers third-party stats on their Snapchat ads. The news could bring a higher level of legitimacy to Snapchat among brands and agencies thanks to Nielsen's history of tracking TV and digital channels. Snapchat offers what it calls "3V ads," letting brands take over consumers' smartphone screens with video promos. 

Now, brands will be able to view Snapchat campaigns through the lens of Nielsen Ad Ratings, giving them the ability to crunch numbers similar to a gross rating point and making the mobile-video data more comparable to TV spots. Specifically, they'll be able to gauge the performance of video promos on the app's Live Stories feature and Snapchat Discover, the burgeoning publishing channel that offers content from MTV, CNN, Daily Mail, iHeartRadio and ESPN.

In addition, Snapchat has reached agreements with ad-tech companies Innovid and Sizmek that should also improve Snapchat's campaign data. 

"We're committed to bringing all the major measurement solutions to our platform," said Snapchat chief strategy officer Imran Khan in an email statement.

The Nielsen-Snapchat relationship has been in place for a year, giving brands numbers around what they call "brand resonance" and brand lift, but the new data represents an expansion of the partnership. The app also teams with Millward Brown Digital to measure ad recall and purchase intent, and Snapchat, by itself, has offered metrics such as views, completion rate and reach.

Today's move comes on the heels of our report last week that Snapchat—which claims 100 million active daily users—would give app-install ad buyers performance stats sometime in the coming weeks.

So, it appears the Los Angeles-based company is taking marketers' demands more seriously as each day passes. Marketers who run Snapchat's ads—which allow targeting based on users' age, gender, device, carrier and content interests—likely appreciate that trend. 

Snapchat is reportedly on track to make $100 million annually from advertising sales. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.