- 6 second disappearing videos make it hard for brands to track the effectiveness of their advertisements on Snapchat.
- the new non-skippable advertisements only appear in Snapchat’s collection of “Shows,” not in user-generated Stories
As reported by AdAge, Snapchat today rolled out its first collection of “forced-view” advertisements. These are 6-second video ads that cannot be skipped by the user. The first ads promote things such as movies, Snapple, and Samsung’s Galaxy S9.
In the past, Snapchat has relied entirely on skippable advertisements, a business model that has since proven to be unsuccessful. The company first rolled out video advertisements in 2014, and back then it was adamantly opposed to forcing uncontrollable ads upon users.
The new ads appear like commercials in the middle of a show, similar to TV, a medium Snapchat has tried to emulate but update for the mobile age. Indeed, these six-second spots are only available in Shows, the professionally produced, episodic series from top media partners like NBCUniversal, Walt Disney Co. and Viacom that appear in Snapchat’s Discover section — programs like “Phone Swap” from Elisabeth Murdoch’s Vertical Networks and ESPN’s version of “SportsCenter” for the app.
As AdAge notes, Snapchat hopes that its force-view advertisements will make it a more enticing platform for brands. One issue, however, is that the ads don’t link to longer videos or a website – they’re simply 6-second videos that play and then immediately disappear. This could make it hard for brands to track the effectiveness of their advertisements on Snapchat.
It’s important to note that the new non-skippable advertisements only appear in Snapchat’s collection of “Shows,” not in user-generated Stories. Snapchat “Shows” are the episodic clips that the company produces in partnership with companies like NBC, Walt Disney, and Viacom.
At this point, it’s unclear if Snapchat eventually plans to roll its non-skippable advertisements to other areas of the application.