NEWS12 January 2015

Millward Brown Digital partners with Snapchat

New business North America

US — Millward Brown has partnered with Snapchat to measure the first six advertising campaigns on the platform.

Snapchat’s first ad format, Brand Story, was launched in October 2014. Brand Stories comprise up to 20 seconds of an advertiser’s photo and video content and are delivered alongside Snapchat’s organic Story product. Initial ads using this format included campaigns supporting the opening weekends for films Ouija and Dumb and Dumber To.

Since November, advertisers have also begun to sponsor Snapchat Our Stories, which are collections of user-submitted photos and video that “form a multi-perspective window into geo-centric events”. Examples of these campaigns are Samsung at the American Music Awards and Black Friday marketing from Amazon and Hollister.

Millward Brown Digital’s analysis suggested that the campaigns were positively received by Snapchat users: 60% of ‘Our Stories’ and 44% of ‘Brand Stories’ viewers enjoyed the ads. According to Millward Brown, these levels of receptivity are more than three times the norm.

“Marketers want to know that they are pairing engaging, relevant content with the right audience, and driving real results from their advertising spend,” said Stephen DiMarco, president of Millward Brown Digital. “We are delighted to be partnering with Snapchat to quantify the impact of advertising on its platform and help marketers gain value from their marketing investments.”