Nielsen announced ahead of the weekend that Snapchat has selected Nielsen Digital Ad Ratings to measure the audiences of its 3V advertising on mobile devices.
The use of Digital Ad Ratings is an expansion of Snapchat’s current measurement offerings and its first venture into campaign ratings measurement from an independent provider.
Snapchat’s 3V ads are full screen, vertical videos that Snapchatters view by choice within the premium and curated contexts of Snapchat’s Discover feature and Live Stories. Nielsen Digital Ad Ratings, the industry-standard for digital advertising measurement, reports a campaign’s total digital audience across computers, tablets and smartphones using metrics that are comparable to TV.
According to a statement to the media, digital Ad Ratings will enable Snapchat to deliver mobile audience reach, frequency, demographic composition and gross ratings points (GRPs) for Snapchat 3V campaigns—metrics that are consistent with those across television and the digital space.
“Snapchat’s 3V ads represent a unique approach to advertising,” said Steve Hasker, Chief Operating Officer at Nielsen. “We’re proud that Snapchat has chosen Nielsen Digital Ad Ratings for its first foray into standardized campaign measurement and look forward to continued collaboration.”