Snapchat has announced a partnership with Oracle to measure the impact of its digital advertising in the physical world.
The deal is the latest in a string of announcements made by the messaging app as it continues to bulk up its advertising division.
Oracle will analyse the impact of Snap Ads on in-store sales and help brands quantify and improve their advertising on the platform.
Early research carried out using Oracle’s Data Cloud looked into Snapchat pushes for leading cosmetic, personal care, cleaning, packaged food, and beverage brands, with figures revealing that 92 per cent of Snapchat campaigns drove a positive lift across in-store sales.
Measurement has long been an issue for marketers and publishers when it comes to Snapchat, but the tech ‘unicorn’, which has an estimated value of $20bn, has been active in pursuing tie-ups to improve this. Over the past twelve months it’s signed on the dotted line with Moat, Digital Ad Ratings, Milward Brown, Nielsen and more.
Earlier this week, the startup unveiled a suite of new features desgined to woo advertisers, including a long-awaited API, a roster of creative partners and the announcement that it’s set to start showing ads between users’ Stories.
Eric Roza, senior vice-president of the Oracle Data Cloud, said the firm was “delighted to be working with one of the fastest-growing platforms in history.”
“We’ve been listening closely to advertisers and delivering the data they need,” added Clement Xue, global head of revenue operations at Snapchat. “This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward.”