UK mobile network company, EE and chocolate brand, Mars have been named as the first partners for Snap’s latest advertising venture – Snap Commercials.
In April last year, Snapchat began testing a new six-second unescapable video ad format called “Commercials” that will run during a select number of the platform’s Shows — the TV-like videos featuring premium content produced by networks and entertainment studios.
This is to meet up with the emerging demand for innovative mobile video ads, Snap commercials are non-skippable video where brands can run full screen, sound on vertical video, placed around its produced content offering – Snap Shows.
Snapchat’s head of advertising in the UK, Ed Couchman, announced the partnership at Advertising Week Europe during a discussion on how publishers and brands are using vertical video to reach the mobile generation. “Commercials offers brands and advertisers a unique opportunity to run full screen, sound on vertical video, wrapped around professionally produced content from some of the UK’s most loved content producers. Combined with Snapchat’s ad targeting capabilities make it a potent placement on any media schedule.” He said
The new ad format will appear between its shows, which Snapchat first introduced in 2018 with the aim of creating a new form of TV-like content produced exclusively for mobile by media brands. Snapchat claims its new ad format offers benefits that include improved targeting, measurement and price efficiency.
Mars media manager, Chantal Barcelona commented: “We know from other digital platforms that unskippable video drives results for us, so when Snapchat announced their new "Commercials" offering we were keen to test it to expand our understanding of what drives effectiveness on Snapchat. By aligning full screen vertical video with premium mobile content, we believe there is a huge value for our brands at landing our core message and ultimately shifting key business results."
Snapchat is worth paying attention to especially for connecting with millennials plus the app has nearly 200 million daily users, watching 10 billion videos per day