Snapchat has appreciably increased the maxmimum duration of video commercials from ten seconds to three minutes.
the former cap of ten seconds has been in place considering the fact that Snapchat first introduced video ads back in 2014,
Advertisers used to work across the ten 2d cap by encouraging users to swipe up on an ad to view an extended version.
With the replace Snapchat introduced at Promoting Week in The Big Apple, it’s now imaginable to run longer commercials with no clunky workaround. Then Again, the brand new longer advertisements are nonetheless simply as skippable as shorter advertisements.
In Contrast To the non-skippable Snap Ads introduced final 12 months, users can faucet at the reveal at any time during those longer videos to skip the advert. So hooking viewers within the first few seconds remains to be key.
While longer, skippable ads might seem counterintuitive for a platform like Snapchat, it no less than brings the corporate’s advert offerings more in line with competitors. It’s also price noting that with the increased duration of video ads, advertisers can now optimize their bids for perspectives of at least 15-seconds in period.
in addition to extending the duration of video commercials, Snapchat introduced different updates to current advert formats at Advertising Week.
The above discussed swipe-up feature for normal video advertisements is now being delivered to the non-skippable video ad structure. Using the swipe-up capability, advertisers can bring customers to an online web page or a longer-form video.
in line with a document from Digiday, extra advertisers spending money on Snapchat ads that would have differently been spent on systems like Facebook and Instagram:
“It’s a contrast to the place the cell messaging app was once last September while it wasn’t even at the media plans for some paid-social campaigns. since the turn of the yr, however, Snapchat has found its manner on to extra of these media plans, and in some instances can account for 20% of paid social budgets.”
It’s most probably this momentum will continue thanks to Snapchat’s new ad services.