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Snapchat, Oracle to measure impact of digital ads on store sales

News: Oracle Data Cloud will analyse the impact of Snap Ads on in-store sales.

By CBR Staff Writer

Snapchat has partnered with Oracle to measure the impact of its digital advertising on store purchases.

Oracle Data Cloud will analyse the impact of Snap Ads on in-store sales and help consumer packaged goods advertisers quantify and enhance their ongoing marketing efforts on Snapchat.

Early research undertaken using Oracle Data Cloud looked into Snapchat pushes for cosmetic, personal care, cleaning, packaged food, and beverage brands.

The research revealed that 92% of Snapchat campaigns drove a positive lift across in-store sales.

Snapchat ad campaigns crossed Oracle Data Cloud norms on all key metrics with sales lift being the primary driver, the research said.

Snapchat global head of revenue operations Clement Xue said: "We’ve been listening closely to advertisers and delivering the data they need.

"This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward."

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Snapchat has recently secured $1.8bn in funding, increasing its valuation to $18bn.

At present, Snapchat has more than 100 million active users, of which 60% are aged between 14- 23 years of age.

Oracle Data Cloud senior vice president Eric Roza said: "By combining offline sales data with cutting-edge analytics, we can help Snapchat advertisers maximize their return on investment and drive higher profits."

Oracle Data Cloud is claimed to be the largest global data-as-a-service solution, with access to more than $3 trillion in consumer transaction information, 2 billion worldwide consumer profiles, and over 1,500 data partners.

It integrates that data with over 200 major media companies such as publisher exchanges, ad networks, DSPs, DMPs, and agency trading desks.

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