This week, Snapchat partnered with Nielsen to offer deeper audience metrics in the U.K., and now agencies expect the advertiser cash to flow.
Previously, the social network had offered advertisers few insights into the habits of its 130 million daily users. Now, with the addition of Nielsen mobile Digital Ad Ratings (mDAR), brands and agencies are able to measure its “3V” video ads, which appear on Snapchat’s Live and Discover channels, using measures like reach, frequency and demographic composition.
While the agencies Digiday spoke to said Snapchat currently represented a small portion of media spend (one put the figure at 1 percent), all expect this to grow following the announcement. The feature launched in the U.S. back in February, and spend has since increased. There, it’s running additional partnerships with Innovid and Sizmek.