dentsu and Snap Inc. Launch Performance and Measurement Partnership

Dentsu International is partnering with Snap Inc. to launch a global Performance and Measurement partnership, an industry-first to help dentsu clients effectively measure and future-proof their media activations. The partnership includes a commitment to develop new capabilities and enhanced privacy-centric solutions for marketers, which will unlock massive efficiencies and advancements to evaluating campaign performance for leading marketers.

The partnership will pair dentsu’s significant scale and leadership in performance media with Snap’s advanced advertising products, leading augmented reality (AR) technology, and uniquely valuable Millennial and Gen Z audience. The Performance and Measurement partnership will offer clients access to knowledge and resources such as enhanced media ROI learning agendas, platform expansion adoption tactics, and bespoke privacy-centric insights. Ultimately helping brands reach and engage with the Snapchat community in more powerful, effective ways.

Doug Rozen, CEO, dentsu Media - Americas said: “All media has become performance media. Every dollar needs to be held accountable, regardless of where it sits in the mix or the funnel. This partnership will allow us to uniquely connect Snap’s powerful audience and engagement to critical business outcomes clients expect. Clients are seeking ways to diversify their social activity while maintaining performance levels. Our new partnership with Snap pushes the future boundaries of performance like never before.”

Snap and dentsu have a history of successfully working together, delivering ongoing support and resources for dentsu’s clients to which this new partnership will both build upon and add, including:

Measurement Lab: Partnership between dentsu’s Media Effectiveness teams and Snap’s performance experts to create new frameworks for how advertisers define media ROI.

• Performance Product Council: Measurement and ad product feedback sessions in which a joint Product Council will translate industry and client priorities into key development initiatives.
• Performance Customisations: Offering advanced measurement opportunities to encourage client adoption with the goal of empowering platform diversification for performance-based advertisers.
• Custom Performance & Insights Reports: Co-developed industry thought leadership as a culmination of joint learnings as well as bespoke insights sessions for clients.

“Performance marketing is immensely successful on Snapchat, with direct response advertising accounting for over half of our global revenue,” said David Roter, vice president of global agency partnerships, Snap Inc. “We are excited to expand our partnership with dentsu to drive even more innovative measurement and media solutions for marketers; it’s the perfect time to bring these additional efficiencies to the market.”

Stef Smith, head of paid social, dentsu said: “The digital landscape is evolving with iOS15 and eventually a cookieless world. The one-size fits all approach to performance media is over as clients demand impactful progress for privacy centric measurement. By partnering with Snap, we’re able to drive meaningful change by truly unlocking the required mechanisms to diversify performance media.”