Snapchat looks to offer sequential ads to brands

Posted on: Thursday 19 January 2017

Snapchat wants to encourage brands to run longer video ads on its platform by offering them a new type of ad package called sequenced messaging.

Share this

Snapchat wants to encourage brands to run longer video ads on its platform by offering them a new type of ad package called sequenced messaging.

Snap, owner of the social photo and video app, has started pitching the bundles to brands to enable them to run back-to-back videos with different creative elements within Discover, AdWeek reports.

Sources familiar with the matter noted that marketers would, for example, be able to split one 30-second video ad into three 10-second spots to run consecutively to tell a sequential story.

The individual, who spoke to AdWeek anonymously after being briefed on Snapchat's plans, said the offering "becomes unique in regard to storytelling".

Publishers like CNN and the Daily Mail use Snapchat's Discover feature to push video content to users and entertainment brands are seemingly already making use of the offering.

Universal Studios has divided a 30-second teaser trailer for upcoming horror film Split into three parts to run in Cosmopolitan's Discover channel, while Universal Studios is also making use of the offering.

Share this

Topics

Related content

Snapchat appoints its first fashion editor

Snapchat is coming into line with Instagram and YouTube by appointing Selby Drummond, formerly of Vogue, as its first fashion editor.

 

Learn more
Brands can now learn how to become Snapchat Storytellers

Brands can now learn how to become Snapchat Storytellers

Snapchat is aiming to bring brands closer together with influencers with its new Storytellers functionality.

Learn more
Snapchat to introduce 'shoppable AR'

Snapchat to introduce 'shoppable AR'

Snapchat is launching an in-built shoppable augmented reality feature, allowing users to buy brands' products via the app directly.

Learn more

Snapchat wants its Stories everywhere, even outside the app

Snapchat is said to be developing a new Stories Everywhere feature that will enable web users to view content outside of the app for the first time.

Learn more

Looking to boost your skills?

Take your pick from over 40 events, workshops and training courses across the year.