LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, and Snap Inc. have partnered to launch a new measurement solution called Offline Sales Impact (OSI).
OSI will enable brands to measure the impact of their campaigns on offline sales, in a privacy-friendly manner, by matching Snapchat users with one of the UK’s largest supermarket loyalty schemes to measure the sales uplift achieved following a campaign. The OSI solution is invaluable to clients looking to measure ROI in terms of incremental sales.
“Adding the Offline Sales Impact solution adds another dimension to the way we can help brands evaluate their impact on Snapchat” said Andy Pang, Snap’s International Head of Measurement. “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.”
“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 granular detail they need to measure the true effectiveness of Snap as an integral platform in their marketing stack,” said Richard Foster, UK MD at LiveRamp.
The partnership follows a successful beta trial when the new OSI solution was used on a number of test campaigns and a broad range of products achieving an on average uplift of 4%. These beta trials included Oreo & Cadbury Countlines and other CPG brands.
Snapchat’s advertising business was launched at Cannes in 2015 and in that time has transitioned from a reserve model to programmatic ad business in around 12 months – a significant achievement given the scale.
Today Snap offers over 14 measurement solutions in the UK across verification, viewability, reach, resonance and reaction through partners including Sizmek, MOAT, Integral Ad Science, Nielsen and Millward Brown. Snap also offers proprietary solutions including the Snap Pixel which helps advertisers to measure direct response goals such as driving leads, subscriptions, or product sales by seeing how many Snapchatters take action on their website after seeing their ad. We also enable advertisers to measure incremental visitors to their store with our Snap to Store solution.