Snapchat developer Snap says that it’s working with identity resolution provider LiveRamp to allow retailers to measure the effectiveness of their digital ads, from first exposure to in-store purchase.
The new Offline Sale Impact (OSI) measurement solution can track customer engagement via the Snapchat application. The company says that the move is aimed at the hard-to-reach millennial demographic and complies with the Privacy Act and GDPR.
The tie-up follows an OSI beta trial of Oreo & Cadbury Countlines products and campaigns that saw a 4% sales uplift.
Andy Pang, Snap’s International Head of Measurement comments: “Adding the Offline Sales Impact solution adds another dimension to the way we can help brands evaluate their impact on Snapchat.”
Andy Pang adds: “We’ve always known Snapchat has a differentiated audience, and with OSI we can clearly demonstrate how Snapchat introduces new customers and value to a brand.”
Richard Foster, UK managing director at LiveRamp comments: “We are delighted to be partnering with Snap on this innovative measurement solution. LiveRamp empowers brands to run people-based marketing campaigns at scale, and this solution gives them the tangible, granular detail they need to measure the true effectiveness of Snap as an integral platform in their marketing.
“Retailers have a great opportunity to not only engage with the notoriously difficult millennial generation through the platform, serving them relevant, engaging and timely content, but also to track in real time how that’s ringing through the tills.”
Image credit: Courtesy of Acceleris Creative Communications