Tim Peterson says, “Facebook has conditioned brands and media companies to believe mobile videos are best when they’re basically silent movies because they’re usually played on mute. “Not true!” according to Snapchat.

Snapchat claims that two-thirds of the videos posted to its mobile app are viewed with the sound on, the company announced on Thursday. And it’s putting its money where its mouth is by working with digital ad analytics firm Moat to measure how many of their Snapchat ad impressions were served in view to actual humans with the sound on.

That’s good news for brands like Unilever and media-buying agencies like WPP’s GroupM that have been pressing digital publishers to only sell them ads that real-life humans actually see and hear. And it’s potentially bad news for Facebook and any other publisher trying to convince brands that mobile video viewers are only interested in being shown, not told, things”.

Snapchat: We can prove people watch mobile videos *with* sound

Marketing Land

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