Snapchat Adds Nielsen 'Premium Audience Segments'

Photo and video sharing app Snapchat has added Nielsen's 'premium audience segments' to its ad buying platform.

Clients can now access audience data across more than 30,000 segments, including those from Nielsen Buyer Insights and Nielsen Catalina Solutions, which are based on off-line purchase data. Advertisers and marketers can create and connect with personalized audience segments using consumer characteristics including demographics, buying behavior and mobile behavior.

Snapchat currently uses Nielsen measurement solutions across 'Reach, Resonance, and Reaction' KPIs and will now have the ability to align activation segments with ROI measurement solutions including the Nielsen Buyer Insights and Nielsen Catalina Solutions Sales Effect studies. In addition to offering third-party data from the Nielsen Marketing Cloud, Snapchat buyers and sellers can use Nielsen audience segments to demonstrate sales lift from campaigns running through the social network across categories including FMCG, retail, auto, finance, travel and technology.

Jessica Hogue (pictured), Nielsen's SVP of Digital Solutions, comments: 'Discovering the audiences that drive engagement and off-line sales has never been more critical for marketers, and we're excited to continue our work with Snapchat across both our premium audience segments and measurement solutions. This integration with Snapchat will allow partners to plan, activate and analyze marketing initiatives by accessing the highest quality audience data in the market underpinned by Nielsen'.

Web sites: www.snapchat.com and www.nielsen.com .