• by Tobi Elkin  @tobielkin, August 1, 2017

Real-time information provider Neustar on Tuesday announced a marketing-mix model (MMM) partnership with Snap, Inc. that will enable brands  to measure, forecast, and optimize the impact of their advertising investments in Snapchat and identify marketing's overall contribution to revenue.

Previously marketers could measure the return on advertising spend or the sales lift of the ad types available on Snapchat. The partnership now gives Neustar access to new data to increase transparency and the quality of Snap measurement for advertisers and publishers.

Neustar said a recent analysis it conducted in the carbonated-soft drink category showed that Snap comprised 1% of the media spend and generated 5% of marketing’s contribution to sales, making it the most efficient driver of sales of all the observed channels.

Neustar said it found a similar impact in the movie and retail apparel categories, demonstrating that at average media spends, Snapchat is more efficient than the average media channel at driving sales. Neustar said its data shows that investments in Snapchat have a positive impact and that advertisers can expect higher returns compared to other channels, in particular when trying to reach younger audiences who are difficult to reach through traditional channels.

“Marketing executives continue to face the pressure of connecting their marketing investments to revenues and by partnering with industry leaders like Snap, we are providing the needed transparency for effective marketing allocations,” stated Julie Fleischer, vice president, marketing solutions, Neustar.