Agencies Find New Ways to Measure Performance of Snapchat Ads
Despite being one of the most influential social platforms on the planet, Snapchat is often viewed as being less desirable for advertisers than competitors like Facebook, TikTok, or Pinterest. That is, at least in part, due to how difficult it has traditionally been for advertisers to track their Snapchat Ads results in Snap.
Now, an integration between Basis Technologies and Snap is changing that, making it easier for advertisers to tap into Snapchat’s base of more than 750 million active monthly users.
As of this month, users of the Basis media automation platform can access real-time performance data from Snapchat’s SSP. The integration enables marketers to measure Snapchat ads from a DSP in a way that was not possible previously.
Basis is a global provider of programmatic advertising and media automation solutions. The company “ingests” ad delivery metrics from major ad servers, social and search vendors, and its own integrated DSP, enabling marketers to manage, track, and analyze ad performance without needing to switch between platforms. Basis’ delivery data integrations from third-party ad products already include Google Search, Microsoft (Bing and LinkedIn), Meta (Facebook and Instagram) and TikTok.
Tracking how ads perform across different channels is essential for evaluating the effectiveness of campaigns and ad spend. Using data from Basis, brands will be able to optimize their campaigns to maximize the effectiveness of marketing budgets and simplify the process of cross-channel campaign planning, performance tracking, and pacing.
According to Basis, the company’s delivery data integrations from third-party ad products “significantly” reduce the time needed to check on the health of campaigns in flight and make adjustments as needed.
“Basis Technologies offers the only technology for marketers to manage Snapchat advertising alongside other advertising solutions commonly used,” explained Basis Senior Vice President of Search and Social Services Amy Rumpler, in an announcement about the new integration. “Snapchat continues to gain users and influence, making its campaign performance data an important aspect to automatically pull into our platform … With our latest integration, Basis continues to fill the needs of media agencies and teams that manage robust, broad campaigns to reach customers.”
Pivotal Partnerships for Snap
By all accounts, Snap executives have been making inroads in the advertising space in 2023. Just this month, the company announced a partnership with Microsoft Advertising that has Snap using Microsoft’s Chat Ads API to serve sponsored links in its My AI chatbot.
My AI is one of the largest consumer chatbots, reportedly interacting with more than 150 million people, and it’s an important component in the Snap broader market strategy. Being able to serve sponsored links through My AI opens the door for advertisers looking to engage with Snapchat’s young, upwardly mobile audience.
In addition to its partnership with Microsoft Advertising, Snap also recently announced plans to launch a series of tools designed to get more beauty brands to invest in its AR experiences, including non-live beauty Lenses, makeup drops, and a new ad tool called “Total Takeover.”
The company has worked with cosmetics companies like Maybelline and L’Oréal on live augmented reality filters for years. Finding more ways to capitalize on the success of those initiatives and expand within the beauty category is expected to be a high priority item for Snap executives for the remainder of 2023 and heading into 2024.
