Snapchat courts marketers with sponsored filters, Nielsen analytics

The social media app is building its ad platform with measurement partnerships and other features that enable marketing pros to reach younger consumers.

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The mobile social media app embraced ads just over a year ago, but it is now bolstering its offering to stand with platforms such as Facebook, Twitter and Instagram. With a new partnership with Nielsen, Snapchat will now offer marketers more robust analytics.

Last week, Nielsen announced that it would start measuring American brand managers’ Snapchat video ads as part of Nielsen’s Digital Ad Ratings program.

Nielsen will first measure ads that appear in Snapchat’s Discover and Live Stories feeds, but it will eventually encompass sponsored geofilters and lenses—overlays that Snapchat users can add to their own posts.

Neilsen said in statement that the partnership will enable Snapchat to gain—and pass along to marketers—insights on audience reach, demographic composition, frequency and other analytics that are available with both TV and digital ads.

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