Now brands will be able to track effect of Snapchat ads on in-store purchases

Now brands will be able to track effect of Snapchat ads on in-store purchases

Snapchat has partnered with Axciom's ID resolution provider LiveRamp to launch a new measurement product called Offine Sales Impact.

The promise is that brands will be able to track the effectiveness of their advertising on offline sales by matching Snapchat users with "one of the UK's largest supermarket loyalty schemes". 

The supermarket loyalty scheme in question was not disclosed but a spokesman revealed that it was one with more than 10 million members, which suggests it is likely to be either Sainsbury's Nectar or Tesco's Clubcard. 

"Adding the Offline Sales Impact solution adds another dimension to the way we can help brands evaluate their impact on Snapchat" Andy Pang, Snap’s international head of measurement, said. 

The launch follows a beta trial with Oreo, Cadbury Countlines and other CPG brands which found that Snapchat ads corresponded with a 4% increase in sales. 

Snapchat launches MMM in Europe

Snapchat is also launching its Marketing Mix Modelling solution in Europe. 

The measurement product was launched in July last year in the US and it provides a means for brands to benchmark their Snapchat campaigns alongside other marketing channels including TV, radio, print and digital.

Snap has partnered with eight leading measurement companies for the Europe offering, extending its existing partnerships with Kantar, Nielsen, Analytic Partners, Neustar and Marketing Management Analytics as well as adding brand new partnerships with D2D (Dentsu Aegis), Ninah (Publicis) and independent MMM providers Ebiquity, Ekimetrics and Nepa.

Reported metrics have been in Snapchat's favour, claims the social platform, with result showing that Snapchat can add a further 8% incremental reach beyond that of TV at a fraction of TV spend. 

Snapchat also claims an 8x higher return efficiency than TV in driving sales, and 10x in the carbonated soft drinks sector.

With these launches, Snap's measurement capabilities are now on par with Facebook and, in some areas, go one step better, Aaron Goldman, chief marketing officer of 4C Insights, claimed.

"Due to the fallout from Cambridge Analytica, Facebook is deprecating Partner Categories like Axciom and Experian but Snap enables this type of targeting which is especially critical for FCMG advertisers," he said. "Ultimately, Snap offers plenty of ways to connect to the business bottom line so if you’re not able to report on outcomes from Snap Ads that’s your fault not Snap’s."

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