In its attempt to further monetise video content on its platform, Snapchat is now telling advertisers to buy bigger packages of ads to bundle them sequentially.
According to multiple sources, Snapchat is pitching advertisers a new package of ads – sequenced messaging. Essentially, Snapchat wants advertisers to run longer video ads, breaking them up in chunks – and running these sequentially. As a bundle, the video ads work in a series, running within Snapchat Discover. Each bundle will tell the same story.
A digital buyer was recently quoted by Adweek’s Lauren Johnson, as saying
Sequenced messaging is already used a lot in advertising today, but this is perhaps the first time any platform has encouraged advertisers to buy a specific product like this. Apart from Facebook‘s Canvas or Carousel ads – which aren’t the same thing. Laura Johnson also explains the main difference.
Also, sequenced messaging is sold directly through Snapchat and not through its API, which means that it will be essentially available for a very select few big-budget advertisers. However, Snapchat told Johnson that
Advertisers who have used the new ad package are mainly entertainment brands like movie studios. For now, sequential ads are available on video ads, but we can also see them coming to other formats soon.
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