By Emma Okonji
Oracle and Snapchat have announced a partnership to measure the impact of digital advertising on the physical world.
The partnership will help Oracle Data Cloud and Snapchat measure incremental store sales, resulting from marketing campaigns run on Snapchat. By analysing the impact of campaigns on in-store sales, Oracle Data Cloud will help consumer packaged goods (CPG) advertisers, to quantify and improve their ongoing marketing efforts on Snapchat.
Senior Vice President of the Oracle Data Cloud, Eric Roza, said the Oracle Data Cloud also released new research, analysing the in-store sales lift from 12 CPG campaigns run on Snapchat for leading cosmetic, personal care, cleaning, packaged food, and beverage brands. Among the findings:
About 92 per cent of the Snapchat ad campaigns drove a positive lift in in-store sales, as Snapchat ad campaigns exceeded Oracle Data Cloud norms on all key metrics with sales lift being the primary driver.
“We are delighted to be working with one of the fastest-growing platforms in history to help Snapchat advertisers understand and improve the effectiveness of their campaigns,” Roza said.
According to him, by combining offline sales data with cutting-edge analytics, we could help Snapchat advertisers maximise their return on investment and drive higher profits.
Global Head of Revenue Operations at Snapchat, Clement Xue, said: “We have been listening closely to advertisers and delivering the data they need. This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward.”
Oracle Data Cloud is the largest global data-as-a-service solution, with access to more than $3 trillion dollars in consumer transaction data. It has two billion global consumer profiles, and over 1,500 data partners. Oracle Data Cloud integrates that data with more than 200 major media companies, including publisher exchanges, ad networks, DSPs, DMPs, and agency trading desks.
