Snapchat and Nielsen Partner to Integrate Offline Data For
Audience Targeting
Snapchat is still trying to be a one of the giants in the
social and tech side of business. One new effort they are making is with
targeting, through a more meaningful partnership with Nielsen. Now, Snapchat can capture
can offer media buyers access to 30K audience segments within the platform.
There are demographics segments, segments based on buyer insights and even segments
based on mobile behavior.
Ever since Snapchat moved to a mainly (98%) programmatic
platform for media buyers, there needed to be more targeting and clearer
measurements/metrics, which Nielsen is helping them to provide. New offers such
as offline purchasing data is broadening the appeal of the social network, and
the article references the potential for interest from the CPG marketers in
particular.
Data has been a hot topic for social networks, and in a time
where most platforms are scaling back on sharing data, Snapchat is leaning in.
Facebook recently set up rules that state that they will only allow media
buyers to target based on Facebook’s own demographic and behavioral data.
Agencies used to be able to tie in third party data in FB, but they now need to
structure their own deals for this. Snapchat hasn't had much data to share until now, and no scandals just yet, so this may be something that sets the platform apart. Of course, Facebook and Google rely on their own data, which is different from their tactic of relying on a third party.
Snapchat is also trying to snag new advertisers, especially ones
who advertise in the traditional TV space. Perhaps that is a bit ambitious, and
some people feel that they should shy away from that TV comparison. Maybe Snapchat is the closest social network to TV, but it's still very different. Everyone has
content now, but Snapchat needs to find their place in the digital ad space.
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