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Snapchat is teaming with Moat, a burgeoning ad measurement player, to help marketers better understand their campaigns' effectiveness. One of the more interesting elements they'll focus on: audio. Snapchat apparently believes audio is being undervalued in the digital marketplace.
Facebook advertisers have, for the last year or so, been told to create spots with the idea that they won't be heard in the news feed, where the default audio setting for video ads is off. Snapchat's default is set to on, and the company says more than two-thirds of its videos are viewed with sound.
"When you have visual attention, you couple that with audio on, and you couple that with user choice, which is a big part of the Snapchat experience, what you have is users leaning in when they are consuming or engaging with the ads," said Clement Xue, head of revenue operations at Snapchat.
The partnership also entails a Moat Score for Video that will include a metric that scores ads from 0 to 100, by calculating screen real estate (3V ads are full-screen) and time exposed to video and audio.
