Snapchat has now changed its unskippable format on ads out of the beta system as it provides expansion for advertisements on its Discover option. According to Adweek, Snapchat will shift its commercial format – “a 6-second, non-skippable video takeover—out of the beta stage in the US”.
These advertisements will be shown when a user chooses the Discover section on Snapchat, featuring premium shortened content. This type of style was launched this year in April to a category of specifically chosen advertisers and is now being launched nationwide with Snapchat, claiming that it’s purchasing programmatically will eventually be lent to advertisers.
This is a further extension of Snapchat investing in the Discover option with expansion following the “platform bursts” announcement by Snapchat. This was along with an ongoing buildout of exclusive high-quality visual content in the Discover portion. Its redesigning now has a button with a new bar to navigate, directing users towards Discover and giving it a further push towards prominence.
These expansion plans are part of the efforts to respond to those users who have high engagement with video content on this application more frequently. On average, the daily quantity of users who watch Snapchat Shows rose by 45% year on year as per estimates made by Snapchat. Further estimates suggest that a 14.2% increase will be shown about this content’s daily average time.
With a greater quality in content and options to advertise products, television could be further competition. According to rough estimates, we believe Snapchat will exceed 84.8 million US users by the end of this user, a huge audience for any advertisement campaign.
For a company, an outreach technique as that of First Commercial that Snapchat is offering provides them the opportunity to reach out to a sizable audience. This is when a television is becoming an obsolete medium for advertisement due to its inflexible nature and the competitive systems emerging. In this essence, revenues from these video ads have risen to
With a product like First Commercial, Snapchat presents an attraction for a sizable audience through a single video, pushing the brand into a similar competition pool with television. This comes when less flexibility in ad commitments has made some advertisers wary of $636.2 million in 2020 as per recent estimates regarding Snapchat.