Snapchat encourages advertisers by expanding measurement
Snapchat is launching a programme designed to focus on marketing mix modelling (MMM), partnering with data firms Neustar Marketshare, Analytic Partners, Marketing Management Analytics and Nielsen. The programme will add to Snap's current 15 measurement partners, which currently examine the app's reach, impressions, viewability and targeting metrics. The launch is aimed at encouraging big brands to purchase advertising on Snapchat and also offers third-party analytics that confirm campaign data. MMM measurement aggregates an advertiser’s media channels – including TV, print, digital and out of home – and then looks at one specific channel to measure how effective advertising on it was in increasing sales.

While Snap’s stock price has continued to slip and the company has been under fire from investors uncertain that it can keep up with Facebook and Instagram, the company’s measurement game is expanding to arm advertisers with sophisticated metrics that helps Snapchat compare itself with all other media.