Dive Brief:
- Digiday has reported that comScore and Snapchat are in talks to bring traffic measurement to Snapchat’s Discover portal.
- Having traffic numbers verified by a respected third-party like comScore would be helpful for Snapchat’s Discover publisher partners in selling ads on their channels.
- ComScore’s potential deal measuring Snapchat Discover portal channel traffic also benefits the messaging company because it charges publishers by the channel it measures for them.
Dive Insight:
Snapchat has long faced concerns from marketers that it doesn’t offer the advertising measurement and targeting of other social media platforms. The app has begun addressing this issue in a series of moves including adding two executives who come from WPP’s Millward Brown and Google, and have online ad measurement backgrounds.
About the comScore integration, an anonymous source from a publishing company told Digiday, “ComScore integration made it so Instant Articles wasn’t siphoning audience off to a place we couldn’t do measuring. They’re asking us to pony up more if we want to have this Facebook traffic count toward our audience and I suspect the same thing will happen once they’re added to Snapchat.”
That source also works on the publisher's on Snapchat Discover. They said comScore began charging that publisher $15,000 annually to monitor traffic on Facebook Instant Articles.
Digiday said Snapchat declined comment on the possible integration.
In other Snapchat news, Adweek highlighted a YouGov report from last week that uncovered a rapid rise in the percentage of 18-34 females using the app, shifting from 31.6% male and 31.3% female last August 27, to 29.1% male and 48.6% female March 27.
Snapchat has been attractive for publishers and marketers alike given it's millennial-heavy audience. Adweek noted that as more brands and influencers sign on to Snapchat, more women have joined the platform, and it will be a trend that marketers will want to keep a close eye on.
