Snapchat has partnered with Moat – a SaaS Analytics company focused on delivering measurement and Attention Analytics to marketers and publishers – to integrate Moat measurement into the Snapchat platform. Snapchat will enable advertisers to use Moat to measure, among other metrics, “Human and Viewable” and “Human, Viewable, and Audible” across all Snapchat video ad impressions.
Moat is also announcing several new industry-wide video metrics, which will be rolled out onto the Moat platform across all Moat integrations. As the industry shifts to focus on mobile-first metrics, these metrics signal a new focus on standards that include “Human and Viewable” as well as “Human, Viewable, and Audible” as the core currency.
The new Moat Metrics include:
The Moat Score for Video which will help marketers measure the overall attention paid to their video ads by looking at attributes such as viewability, exposure time, screen real estate, and more, all rolled into a single number for ease in interpretation and benchmarking.
The Moat Screen Real Estate Metrics which will provide marketers with new insights such as the percentage of the screen on which their ad was viewable.
The Moat Audible Run Time Metrics which will help provide new insights into the sound aspect of video by reporting how long sound was on while the ad played.
Moat’s new metrics will also be included as part of Moat’s quarterly global benchmark report.
Finally, Moat and Snapchat are announcing a beta opportunity for brands and agencies to participate in leveraging these new metrics and connecting them to brand lift outcomes generated from Snapchat inventory. Marketers who wish to participate will be able to gain insight into which Moat KPIs deliver the right business outcomes for Snapchat video ad campaigns.
“Advertisers are asking for a clear definition of a video view,” said Imran Khan, Chief Strategy Officer of Snapchat. “We are partnering with Moat to bring standard viewability measurement to Snapchat, and support Moat as they move the industry forward by delivering a new metric that measures sight, sound and motion of a video.”
“We are honored to partner with Snapchat, one of the fastest growing and most important platforms for marketers,” said Jonah Goodhart, Co-Founder and CEO of Moat. “Snapchat’s commitment to Moat-measured inventory not only gives marketers the right foundation, but it sends a clear signal to the industry around the importance of making digital more effective.”