Evan Spiegel - Sun Valley Snap Inc. CEO Evan Spiegel. Reuters
Snapchat is launching new measurement capabilities for advertisers in Europe as the company looks to boost its global revenue ahead of its forthcoming IPO.
From Tuesday, advertisers in the UK and France will be able to use third-party measurement firm Moat to analyze the effectiveness of their video campaigns on the app.
Now advertisers running campaigns in Europe will be able to measure metrics such as "human and viewable" — determining whether their ads actually seen by people, not bots — and "human, viewable, and audible," which lets them know whether users had the sound on when they were viewing their video ads.
One of the biggest early complaints leveled at Snapchat by advertisers was that it lacked the kind of measurement options they had come to expect from other digital platforms. But the company appears to be moving quickly to address such criticism. In the US, Snapchat now offers 15 different third party measurement solutions including Oracle Data Cloud, Millward Brown, and Nielsen Mobile Digital Ad Ratings.
The latest measurement announcement comes on the heels of a big recruitment drive from Snapchat's parent company, Snap, in Europe. The company recently posted almost 20 job openings in its London office, as Bloomberg reported in December, and Snap opened a location in France this summer.
Snapchat currently has 10 million daily active users in the UK and 50 million daily active users across Europe. Worldwide, Snapchat has 150 million daily active users.
Snap confidentially filed paperwork with the Securities and Exchange Commission earlier this year to go public in 2017. The company is seeking a valuation of between $20 billion and $25 billion, a source familiar with the matter told Business Insider in November.