Snapchat Says More Than Two-Thirds of Video Ads Play With Sound On | The Wall Street Journal
Snapchat really wants to let Madison Avenue know it’s taking measurement seriously. It also wants advertisers to be aware that—unlike other social platforms—people watch its video ads with the sound on.
The fast-growing social app has teamed up with the analytics firm Moat to track how viewable ads are on Snapchat, and to ensure that only real humans are viewing the ads. In addition, Snapchat is working with Moat to provide more robust data on how long people watch its ads and how often people view them with the sound on.
Based on its own internal data, Snapchat says that more than two-thirds of the videos delivered on Snapchat—including video ads as well as videos produced by consumers and media companies—are viewed with the sound on.