Member Article

Snapchat partners with LiveRamp to give retailers ability to measure digital ad impact

Snapchat and leading omnichannel identity resolution provider LiveRamp have announced a partnership to give retailers a unique insight into the effectiveness of digital promotions, from first exposure from the platform’s ads, all the way through to purchases in-store.

The launch of the new privacy-compliant measurement solution, called Offline Sales Impact (OSI), allows retailers to track the effectiveness of brands’ media campaigns within the Snapchat app. The move gives brands and retailers the ability to directly measure the impact their campaigns on Snapchat, popular with the often hard-to-reach millennial demographic, have within real world retail environments.

LiveRamp recently matched Snapchat users with one of the UK’s largest supermarket loyalty schemes to measure the sales uplift achieved following campaigns. The OSI offering used in this instance makes the relationship with retailers and their ad agencies more transparent, allowing clients to measure ROI in real-terms of incremental sales. The partnership follows a successful trial when the new OSI solution was used on several test campaigns and a broad range of products which achieved an average uplift in sales of 4%. These beta trials included Oreo & Cadbury Countlines and other CPG brands. 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. 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 MD 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.”

This was posted in Bdaily's Members' News section by LiveRamp .