Snapchat Video Ads to Be Measured by Nielsen

For the first time Snapchat will have its video ads measured by an independent third party, under a pact the social service has reached with Nielsen.

Snapchat has selected Nielsen’s Digital Ad Ratings to measure audiences of its “3V” ads on mobile devices, which are full-screen vertical videos that users opt to view within Snapchat Discover and Live Stories.

The news that Snapchat will be Nielsen-measured comes just weeks after the social company inked a deal with Viacom, under which the entertainment conglomerate will sell U.S. advertising for Snapchat and bundle it with TV packages. Nielsen’s Digital Ad Ratings track an ad campaign’s total digital audience across PCs, tablets and smartphones using metrics the company says are comparable to TV.

Privately held Snapchat, with more than 100 million users, reportedly delivers north of 7 billion video views every day. The mobile service’s core feature lets users send private photos and videos messages that vanish after the recipient views them. Snapchat has also been expanding as a media platform with Discover, with partners that include ESPN, CNN, MTV, Food Network, People, BuzzFeed, Comedy Central, Vox and Vice Media.

“We’re excited to work with Nielsen to measure the great results our advertisers see every day on Snapchat,” said Imran Khan, Snapchat’s chief strategy officer. “We’re committed to bringing all the major measurement solutions to our platform.”

Under the Nielsen partnership, Snapchat will report mobile audience reach, frequency, demographic composition, and gross ratings points for 3V campaigns.

The companies said Digital Ad Ratings measurement of two additional Snapchat ad products – its Sponsored Geofilter and Sponsored Lens campaigns – will be available in the future. Snapchat has previously worked with Nielsen for measurement and analytics of audience reach, resonance and reaction on the platform.

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