• by Colin Kirkland , July 12, 2024

In an effort to enhance visibility and transparency into its growing user base, Snapchat is partnering with VideoAmp, a media-measurement and optimization company that will provide agency partners with reach planning and measurement tools across linear TV, streaming and digital platforms.

According to the social-media company, the partnership with VideoAmp “will allow agencies to not only scenario plan with Snapchat in mind, but also help them understand how their campaign drives key metrics,” including incremental reach to TV buys and TV tune-in.

VideoAmp, an Los Angeles-based company that recently partnered with Yahoo Advertising's DSP to facilitate CTV campaigns, is the first planning tool that Snap is integrating all of its available inventory into, inclusive of video and augmented reality (AR).

“With over 300 million Snapchatters engaging with AR every day on average, it's important that we’re able to help our partners plan against new formats like AR,” the company said in a recent blog post.

The partnership is intended to assist advertisers in campaign planning and better understand their Snap ad spend with regard to the platform’s 800 million monthly active users -- and to help Snap’s agency partners integrate Snap ad products into video campaign plans created using VideoAmp.

The companies also stated that Omnicom Media Group (OMG) has had an opportunity to use VideoAmp and Snap’s recent integration, with OMG’s chief activation officer Megan Pagliuca reporting that it has been helpful to gain further visibility into Snap’s in-platform video consumption as it “strongly supports” the agency’s “mission of holistic cross-channel video planning.”