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Snapchat Starts Showing Six-Second Ads That Viewers Can’t Skip

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Snapchat

Snapchat viewers are seeing a new type of ad—ones they have to watch.

On Monday, the first forced-view ads, meaning they can’t be skipped, started popping up on the app, promoting movies like “Deadpool” and “Adrift” and products such as Samsung’s Galaxy S9 and Snapple.

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After basing its initial ad business on an entirely voluntary viewing format, Snapchat in April confirmed that it would start offering non-skippable ads for the first time.

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.

 

Credit: Ad Age

 

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