Snapchat is teaming with Moat, a burgeoning ad measurement player, to help marketers better understand their campaigns’ effectiveness. One of the more interesting elements they’ll focus on: audio. Snapchat apparently believes audio is being undervalued in the digital marketplace.
Facebook advertisers have, for the last year or so, been told to create spots with the idea that they won’t be heard in the news feed, where the default audio setting for video ads is off. Snapchat’s default is set to on, and the company says more than two-thirds of its videos are viewed with sound.