Snapchat has revealed a new integration with measurement and attribution provider Rockerbox, which looks to provide advertisers with more insightful data in order to “maximise marketing performance.”
Rockerbox is a measurement and attribution provider for modern B2C marketers, which provides insights across a range of online channels. With this partnership, Snapchat will now feed performance data into Rockerbox’s system.
In a Snapchat blog post, the social media platform explained how its integration with Rockerbox will address common marketing challenges, aiming to evaluate the true impact of advertisers’ campaigns in an agnostic way.
It detailed how Rockerbox will allow advertisers to better recognise the unique value and immersive nature of Snapchat's ads, which “have the ability to drive influence beyond just clicks.”
A serious TikTok competitor
With a potential ban on TikTok continuing to loom over the US, marketers and creators are planning ahead in a search for the next best thing in a world without TikTok.
With Snap Inc. stock on the rise, and with high-profile Snap Stars on the rise due to its advertising revenue share programme, the app has established itself as a legitimate competitor against TikTok.
Snapchat has labelled itself as “one of the most visually appealing social platforms”, which it believes makes it an ideal channel for promoting products and services to Gen Z and Millennials.
In a statement, Snapchat detailed the goals behind its enhanced partnership with Rockerbox, saying, “(it will allow) marketers to see exactly how much of their conversions and revenue can be attributed to Snap. You can do this by tapping into Snap’s expansive set of performance marketing solutions, whether you’re focused on driving online sales, generating leads, or acquiring and re-engaging with users of your mobile app.”
In summary, the partnership will provide Snapchat marketers with:
- Flexible attribution: Multi-touch attribution, halo analysis, geo lift, in-channel testing, incrementality, and media mix modelling
- Agnostic measurement: Capture Snap’s contribution and reveal whether the touchpoints are at the beginning, middle or the end of the customer journey.
- Audience insights: Understand how messaging resonates with particular target audiences, and whether the customer journey and media mix differs between geographical areas.
Snapchat for Business views its latest partnership as part of its ongoing evolution to capitalise on its marketing opportunities. With the platform’s daily active users now at 375 million, it has a huge potential reach of users aged between 18 to 24, who make up the largest share of the Snapchat advertising audience.
Ron Jacobson, Co-Founder and CEO of Rockerbox, says it’s been great to work alongside Snapchat, as he shared his excitement about what’s on offer, “This integration provides all Rockerbox customers with full view through data for advertising on Snapchat. Now marketers are able to see the full impact (click and view) of their Snapchat advertising.”
Snapchat has already started to win over content creators with its advertising revenue share programme, but persuading marketers to use the platform is a different ball game. However, if it continues to appeal to marketers with its new business tools and offering, it might just win the game.