Snapchat looks to offer sequential ads to brands

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.

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.

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