Old-school boy Oracle gets social with … Snapchat?
By Digital News Asia June 24, 2016
- In pact to measure real-world impact of marketing campaigns on Snapchat
- Research says 92% of ad campaigns saw positive offline sales increases
ORACLE and Snapchat have announced a partnership to measure the impact of digital advertising in the physical world.
Oracle Data Cloud and Snapchat will measure incremental store sales resulting from marketing campaigns run on Snapchat, Oracle said in a statement.
By analysing the impact of campaigns on in-store sales, Oracle Data Cloud will help consumer packaged goods (CPG) advertisers quantify and improve their ongoing marketing efforts on Snapchat.
“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,” said Oracle Data Cloud senior vice president Eric Roza.
“By combining offline sales data with cutting-edge analytics, we can help Snapchat advertisers maximise their return on investment and drive higher profits,” he claimed.
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:
- 92% of the Snapchat ad campaigns drove a positive lift in in-store sales; and
- Snapchat ad campaigns exceeded Oracle Data Cloud norms on all key metrics with sales lift being the primary driver.
“We’ve been listening closely to advertisers and delivering the data they need,” said Clement Xue, global head of revenue operations at Snapchat.
“This research shows that Snapchat is more effective at driving sales for advertisers, and we’re delighted to offer this measurement solution going forward,” he added.
Oracle claims its Oracle Data Cloud is the largest global data-as-a-service solution, with access to more than US$3 trillion in consumer transaction data, two billion global consumer profiles, and 1,500+ data partners.
Oracle Data Cloud integrates that data with more than 200 major media companies, including publisher exchanges, ad networks, DSPs (demand-side platforms), DMPs (data management platforms), and agency trading desks.
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