Snapchat Steps Up Its Marketing Metrics Game

If you can’t beat them, join them.

Snapchat is moving in the direction of its fellow social networking apps and expanding its measurement offerings to help marketers determine whether they’re getting enough bang for their buck.

The video-and photo-messaging app is working with SaaS analytics company Moat to integrate its measurement capabilities into the Snapchat platform. In an official press release announcing the partnership, Moat—a company that also works with Facebook and Twitter—introduced a new set of metrics, including the following:

The Moat Score for Video: A number that takes into account viewability exposure time, screen real estate, and more to help marketers gauge the level of attention paid to their video ads.

The Moat Screen Real Estate metric: A metric that tells marketers how much space their ad takes up on a mobile screen.

The Moat Audible Run Time: A tracking of how long users had the sound on while viewing an ad. According to an article by The Wall Street Journal, Snapchat’s internal data indicates that more than two-thirds of all videos delivered on the platform, produced by both brands and consumers, are played with the sound on.

Brands and agencies interested in experimenting with these new metrics will have the opportunity to run beta tests.

“Advertisers are asking for a clear definition of a video view,” Snapchat’s Chief Strategy Officer Imran Khan said in a statement. “We are partnering with Moat to bring standard viewability measurement to Snapchat and support Moat as they move the industry forward by delivering a new metric that measures sight, sound, and motion of a video.”

But that’s not the only advancement Snapchat made in the advertising space.  According to Adweek, the social app has added Google’s DoubleClick to its roster of measurement partners, which already includes Nielsen, Sizmek, and Millward Brown Digital.

However, Snapchat isn’t just joining its social app rivals in the advertising arena. It’s actually beating them in some cases, too. 

Research firm MediaScience released a study that it conducted on behalf of Snapchat in which it used eye tracking and biometric equipment to measure consumers’ responsiveness to video ads for six fictional brands across Facebook, Instagram, YouTube, Snapchat, and TV. 320 people between the ages of 16 and 56 participated in the experiment, and then were asked to complete a brand effectiveness survey. Here are some of the study’s key findings:

  • Snapchat’s visual attention rate (measured by ad on screen time) was more than double that of Facebook (78% versus 30%), more than 1.5 times that of Instagram (78% versus 47%), and 1.3 times that of YouTube. (78% versus 60%). However it was still less than the rates spurred by TV ads (78% versus 83%).
  • Snapchat’s video ads delivered higher emotional responses (measured by electrodermal activity) than any of the other analyzed channels.
  • Snapchat’s purchase intent rate (11%) was more than two times higher than that of TV (5%), YouTube (5%), Instagram (4%), and Facebook (3%).

While Facebook, Instagram, and Twitter all saw dips in their number of U.S. app downloads, according to Recode’s recap of SensorTower and Nomura’s recent research, Snapchat experienced a year-over-year growth rate of nearly 110%. What’s more, Business Insider’s coverage of a new App Annie report reveals that Snapchat triumphs over Instagram, Facebook Messenger, YouTube, and Twitter when it comes to time spent in iPhone apps, taking second only to Facebook.

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