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
[quote]Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I’m going to buy three back-to-back ads, and I’m going to tell this sequential story,[/quote]
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.
[quote]Snap’s pitch has a twist. Instead of relying on complex tagging, tracking or pools of audiences, sequenced messaging ads are bought as a takeover of a Discover channel with contextual targeting.[/quote]
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
[quote]sequenced messaging is open to all advertisers but added that the app’s audience buys—which include look-alike, interest and email list targeting—are the most popular types of ad packages.[/quote]
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.
You might also like
More from Snapchat
Snapchat Introduces Shared Stories
Snapchat shared stories will let users who have been added to custom stories invite their own friends to contribute. Custom Stories …
Snapchat Partners With Ticketmaster To Launch New Events Map Layer
The new Ticketmaster Snap Mini will allow Snapchat users to find nearby events on the map, and tap on them …
Snapchat Introduces New Personal Safety ‘Live Location’ Feature
Snapchat is introducing a new way to keep track of where your friends are by seeing their real-time location on …
Snapchat Will Finally Let You Change Your Silly Old Username
Snapchat will now let you change your old username without compromising aspects of your account, like friends list, Snap codes, …
Snapchat Is Introducing Mid-Roll Ads In Snap Star Stories
Snapchat has announced the beta test of mid-roll ads in Snap Star Stories, a new monetization feature for creators.
Snapchat Unveils New AR Catalog-Powered Shopping Lenses
Snapchat has improved its AR shopping Lens offering by adding new Shopping Lenses that display details about products.
Snapchat Introduces New Emoji Polls, Bitmoji Reactions, And More
Snapchat is updating its app with new tweaks to personalize the in-app experience and make it more fun and engaging.
Snapchat Opens AR Christmas Market With Six Major Retailers
The holiday market will feature AR experiences from Coca-Cola, Hollister, Prime Video, Under Armour, Verizon, and Walmart.
Snapchat Launches New Multi-Format Ad Delivery Option
Snapchat's new "Multiple Formats" delivery option will allow advertisers to combine multiple video ad formats into a single ad set.
