"Snapchat has now rolled out Nielsen mobile Digital Ad Ratings (mDAR) in the UK, marking its first international measurement offering. As the messaging service continues to scale up its ad offering, the move is a sure sign that it wants to open the door for brands to better measure how their content is consumed on the platform. The partnership with Nielsen, will effectively allow advertisers to measure their video ads in a similar manner to how they do so for TV."
"In March this year, Snapchat poached analytics executives from Millward Brown and Centro to demonstrate its value to advertisers, naming Ali Rana as its head of audience solutions and Gunnard Johnson as head of quantitive ads research. While Snapchat has overtaken Facebook in the video stakes, clocking up 10bn views a day, there aren't many chances from brands to see the type of return they are on more established platforms."
Snapchat has rolled out Nielsen mobile Digital Ad Ratings (mDAR) in the UK as its first international measurement product. The Nielsen partnership will let advertisers measure Snapchat video ads similarly to TV, applying Snapchat's 3V metrics across mobile devices. US Snapchat campaigns received mDAR earlier in February, and UK advertisers now gain access to comparable audience data. Major brands such as Burberry, the BBC and Cadbury have used Snapchat campaigns. Snapchat hired analytics executives to strengthen ad measurement, and higher-quality targeting and third-party metrics could lower ad costs and encourage greater brand investment.
Read at The Drum
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