Snap: we can now measure offline sales impact

Following a successful trial with Cadbury, Snap is to roll out a new offline sales impact tool today, enabling brands to measure the impact of their campaigns outside of the popular app.

In collaboration with Live Ramp, Snap is able to supply the new data by matching its users with a UK supermarket loyalty scheme to measure the sales uplift achieved following a campaign.

Andy Pang, Snap’s international head of measurement, said the tool would add “another dimension” to the way brands can 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,” he said.

The news arrives at the same time as Snap rolls out another measurement service in Europe, allowing brands to asses the impact of their campaigns on Snapchat alongside other marketing channels including TV, radio, print and digital.

The Marketing Mix Modelling, run in conjunction with Nielsen and Millward Brown, is designed to help brands gain a clearer picture of their investment and customer journey.

Snap currently offers 14 different measurement solutions in the UK through partners including Sizmek, MOAT, Integral Ad Science, Nielsen and Millward Brown.