Contributing Writer, Author at VERNONCHAN.COM

As a platform, Snapchat is focused on connecting close friends and family–and that’s never been more important than it is right now. Snap is proud to help Gen Z and millennials stay connected to each other through visual communication as people look for virtual ways to spend time together with their real friends, and is working with publishing partners, the World Health Organisation (WHO), and other experts to ensure that Snapchatters have access to fact-based reporting and credible updates about COVID-19. As a nationwide movement control order taking effect from 18-31 March 2020 here in Malaysia, it is important for everyone to be equipped with the right information about COVID-19.

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I think it’s time to move beyond viewability, conversions, measurements discussions and think about your digital campaigns’ TRUE results. Is it even targeting real people or is it just based on some random cookie pool? Any random cookie pool from any DMP can give you all the success factors, which we have been imagining as success factors for our campaigns, i.e. viewability, conversions, measurements. Any conversation in the digital world takes a lot of time in debating and discussions and various POVs, but in the end, we lose focus on the fundamentals of advertising, i.e. addressing real people. How sure are we with our digital campaigns, if the numbers we are looking at in the excel sheet, post-campaign comes from the real consumers? Does it make an impact on the business target?