Snapchat extends Moat partnership to prove effectiveness of video ads to UK advertisers

Snapchat beefs up measurement for European advertisers as it extends Moat partnership outwith US / Snapchat

Snapchat is pushing ahead to offer advertisers in Europe better measurement capabilities, extending its deal with third-party measurement firm Moat.

The move means that from today (3 January) advertisers in the UK and France will be able to use Moat to measure the effectiveness of video campaigns within the ephemeral messaging app.

Snapchat first inked a deal with Moat in the US last June, and now marketers in select European counties can use the service to monitor, among other metrics, "human and viewable", and "human, viewable and audible" across branded Snapchat video impressions.

Essentially, Moat can measure the sight, sound and motion of a video, determining whether it has been watched by a human or a bot and if the user has listened to the ad.

2016 saw Snapchat massively beef up its advertising offering, and the latest move signals the firm's intention to continue to push measurement solutions. At the start of last year there wasn't many opportunities for brands to gauge athe type of return they were seeing on other social platforms like Facebook or Instagram, but in the US alone there are now 15 measurement options for brands following a swathe of deals inked with the likes of Oracle, Nielsen and more.

Nielsen metrics were also made available in the UK last year, with Snapchat hinting that there are more analytics offerings to come in the region.

Talking about Moat in June, the chief strategy officer of Snapchat's recently-formed parent company Snap Inc noted that advertisers were asking 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," he said at the time.

Internal company data indicated that two-thirds of Snapchat videos are watched with the sound on, with Khan recently arguing that the company's competitors were selling nothing short of "moving banners" by not putting enough emphasis on sound in video advertising.

Snapchat currently boasts 10 million daily active users in the UK, and 150 million users worldwide.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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