What Happened
Right on the heels of introducing its ad API, Snapchat announced on Wednesday a new partnership with Oracle to use its Data Cloud service to measure how its ads impact offline sales. As part of the partnership, Oracle analyzed twelve Snapchat campaigns for CPG brands, concluding that 92% of the ad campaigns increased in-store sales, although Snapchat did not say by how much.
Lately, Snapchat has been on a tear, partnering with third-party analytics firms such as Nielsen, comScore, Moat, and DoubleClick to improve its ad products, with Oracle being the tenth measurement partner it has added in the last 12 months. Last week, Oracle also announced a similar deal with Pinterest to help it measure offline attribution of its Promoted Pins.
What Brands Need To Do
This partnership should bring more accountability to Snapchat ads, enabling CPG brands to effectively measure the real-world impact of their Snapchat campaigns. As Snapchat strives to shed some light on its ad performance, brands looking to reach the app’s young-skewing users will have more data at their disposal which they can utilize to adjust their Snapchat campaigns and inform future ones.
Source: Bloomberg