Snap announced a partnership with media measurement company VideoAmp, offering new insights into Snapchat’s user base and ad reach. The collaboration provides agencies with enhanced planning and measurement tools for Snapchat’s audience.

According to Snap, the platform reaches over 800 million people worldwide monthly. The company reports that 75% of 13 to 24-year-olds in more than 25 countries use Snapchat daily to communicate with close friends and family. Snap claims this daily audience is not reachable on competing platforms like TikTok, Facebook, and YouTube to the same extent.

The VideoAmp integration incorporates all of Snapchat’s available inventory, including video and augmented reality (AR) content. The announcement states that over 300 million users daily engage with AR on the platform.

Alexander Dao, Global Head of Agency Development & Sales Partnerships at Snap, said the partnership will help partners understand Snapchat’s audience composition during the planning process. The company intends to integrate measurement tools for all advertisers in the coming months.

Pete Bradbury, Chief Commercial and Growth Officer at VideoAmp, described the partnership as a “game-changing moment” for cross-platform planning. He suggested that the integration would allow clients to allocate budgets more effectively to reach target audiences.

Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, emphasized the importance of understanding complex consumption dynamics across linear TV, streaming environments, and social platforms like Snap. She stated that visibility into Snap’s in-platform video consumption supports its holistic cross-channel video planning mission.