OK -- so this is a good thing, but it's sort of twisted and funny too. You've all been experimenting with Snapchat for some time now but you've never really been satisfied with the social media platform's ability to provide you with audience and performance data you need to measure the success of your campaigns. Well, that need for a clearer picture is about to be satiated. Sort of.
Snapchat has signed a deal with Nielsen to provide marketers with digital ad ratings that will allow advertisers to glean just how many people a campaign reaches. In essence, media buyers will be able to determine GRPs making campaigns comparable to those on TV.
Wait, what? Isn't TV dead? Isn't that what everyone has been saying for the past ten years? And we want to measure the latest social media platform's audience with that used to measure a dead medium? Am I being harsh? Perhaps, but it always seems quite comical when new and unique digital platforms arise and after a time the industry continuously falls back on old-school measurement technologies.
Alas, they may be old school, but it isn't easy getting past the desire to actually get a handle on who, exactly, is consuming your ad campaign. After a while likes, pins, shares, re-vines, retweets and other useless social media measurement metrics grow tired and begin to sound like a record-skipping social media guru at the latest social media conference.
Apparently, none of that whiz-bang social media metric stuff matters. It's still all about eyeballs. And eyeballs is Nielsen's game.
Of the need for this sort of audience measurement, DigitasLBi Chief Investment Officer Adam Shlachter said: “Everyone wants more metrics and more insight. One hundred million daily users sounds great, but I need an accredited source to validate that. This is definitely the direction we’ve been asking them to go, to get on par with virtually every other major media platform.”
And so it goes. We all get excited about the latest and greatest shiny new object all the kids are playing with, we all jump on the platform and tell our clients to jump on the platform, and then sometime later, we all utter a collective "Huh?" when someone asks, "How do we know this is working?"
And then we call an audience measurement company that was founded in 1923.