Snapchat continues to build out its ad measurement with some new partnerships. On Thursday, the fast-growing messaging app announced that it is teaming up with analytics firm Moat to track the viewability of video ads on Snapchat and to provide brand advertisers with more behavioral data, such as how long people watch the ads and whether they are viewed with the sound on. Snapchat is also adding Google’s DoubleClick to its arsenal of ad network partners to offer more robust data on ad reach and engagement.
Why Brands Should Care
According to Snapchat, two-thirds of the videos that it serves, including video ads, are watched with the sound on. This is an interesting departure from other social networks such as Twitter and Facebook, where video ads are played on mute by default. In fact, a recent study found that about 85% of Facebook video is watched without sound. Therefore, it makes sense for Snapchat to enlist Moat to help it prove the viewability of its video ads. For brands, the partnerships should come as welcome additions as they can make advertising on Snapchat more accountable and transparent.