Snapchat UK boosts video ad measurement with MOAT

03 Jan 2017  |  David Pidgeon 
Snapchat UK boosts video ad measurement with MOAT

Snapchat has partnered with ad verification specialist MOAT in the UK and France to offer third-party measurement for its video advertising.

Following a beta launch in the US last year, advertisers will now be able to measure "Human and Viewable" and "Human, Viewable, and Audible" video ad impressions, helping to determine campaign effectiveness and weed out 'bot' views.

In June 2016, Imran Khan, chief strategy officer for Snap Inc, said it was boosting its measurement capabilities following calls from advertisers for a "clear definition of a video view".

"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."

In the US, Snapchat offers 15 different third-party measurement solutions, including Nielsen mobile Digital Ad Ratings, Google DoubleClick, Oracle Data Cloud as well as MOAT.

Snapchat says it currently has more than 10m daily active users in the UK and 150m globally, watching over 10bn videos each day.

Last year the platform - which allows users to overlay branded filters to their own videos - attracted many big-name advertisers, including Sainsbury's, Nationwide, EE, John Lewis and Mulberry.

Snap Inc. filed its paperwork for an initial public offering (IPO) in November 2016 that may value the platform at as much as $25 billion.

Latest

The media frenzy starts now IPA Bellwether: Industry reaction Mumsnet founder on anonymity, authenticity and influence YouGov: Almost 5m Brits use pirate TV streaming services National newspaper circulations

Related articles

Number wanging the Facebook way Snap Inc. files for IPO, exposes $514m loss Facebook to offer "more clarity and confidence" on metrics
Leave a comment

Thank you for your comment - a copy has now been sent to the Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.

CHART OF THE DAY

21 Apr 2017 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo
Advertisement

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info
Advertisement