“We … support Moat as they move the industry forward by delivering a new metric that measures sight, sound and motion of a video,” Snapchat Chief Strategy Officer Imran Khan said in a statement.
Snapchat wants to be perceived as quickly developing capabilities associated with a mature ad platform. A year and a half into selling ads, Snapchat has gone from one to 10 measurement partners.
While early advertisers complained about the lack of third-party measurement tools and high rates, they voiced more nuanced measurement critiques recently, focused on audience targeting and gauging performance, indicating that identifying and measuring Snapchat’s audience is still far from complete.
But Snapchat is in a race as other platforms vie for both digital and TV ad budget.
Snapchat claims, through research it commissioned from MediaScience, that it outperforms both TV and other mobile video platforms in emotional response (measured by wiring up 320 study participants). Snapchat captured twice the visual attention as Facebook ads, 1.5 times the attention of Instagram ads and 1.3 times the attention of YouTube ads.