Snapchat Extends Moat Capabilities to European Advertisers to Boost IPO Plans

Snapchat is all set to repeat and even exceed its phenomenal run from the last year into 2017. The multimedia mobile application will launch a new ad measurement tool for advertisers in Europe. In its bid to become the go-to ad shopping center for advertisers in Europe – UK and France specifically, Snapchat is offering them Moat capabilities. The new Snapchat Moat partnership capabilities will enable European advertisers to evaluate the effectiveness of their video ad campaigns.

Snapchat is taking ad measurement very seriously. In June 2016, Snapchat partnered with Moat to enable Moat Analytics on its video inventory. Under the new partnership model, Snapchat’s vertical video format was rebranded as Snap Ads. API inventory on Snap Ads platform allowed third parties to sell their ads as Ads Partners and Creative Partners. Snapchat Ads Partners include Amobee, TubeMogul, Adaptly, 4C, VaynerMedia, Brand Networks, SocialCode, and Unified.

Snapchat also partnered with Google’s DoubleClick enabling advertisers to tag their Snapchat videos and evaluate their performance using DoubleClick Digital Marketing dashboard.

Snapchat Moat partnership aims to attract more users to its mobile app platform, offering them “real” customer experience on video ads.  The added capabilities from Moat Analytics will help European marketers measure the full video on the mobile app based on sight, sound, and motion. The beta-version of the new video analytics capabilities from Moat is already available to US-based advertisers.

The new Moat Analytics package available to European video advertisers via Snapchat includes features like Moat Score for Video, Moat Screen Real Estate Metrics, Moat Audible Run Time Metrics and much more.

By expanding Snapchat Moat partnership horizon beyond the US, the multimedia marketing company expects to offer the European advertisers a more refined video ad monitoring platform. Currently, Snapchat offers 15 third-party ad measurement solutions via Oracle Data Cloud, Nielsen Mobile Digital Ad Ratings, and Millward Brown.

Moat, Snapchat’s partner since June 2016, offers over 50 different types of video ad metrics. Its idea of video advertising is to make it “Human, viewable and audible.” Its cross-platform analytics works on trillions of ad impressions and content views empowering marketers to monitor brand visibility based on quality aspects. By extending Moat’s capabilities to the European ad market, Snapchat is expected to boost its own video impressions. Obviously, the Venice, CA-based company is realizing its global expansion plan to boost ad revenues ahead of an impending IPO.

According to Wall Street Journal, Snap Inc. filed IPO paperwork in November 2016.  Its stock debut is pegged to raise more than $25 billion by March 2017. If Snap makes its IPO debut at $25 billion or more, it will become one of the largest US-based martech innovators to raise such an amount.

For now, European advertisers can certainly leverage Moat analytics to fetch more ROI from their Snapchat video ad campaigns.