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
Don’t Miss Snapchat’s Lens Fest Virtual Event This Week
Snapchat's global virtual event exploring today's AR "lenscape" is open to the public, and taking place this week. Make sure …
Snapchat Announces Spotlight: An In-App Entertainment Platform For User Generated Content
Snapchat has announced a new curated entertainment platform that will surface the most entertaining Snaps all in one place.
Snapchat Introduces Snapchat Astrology For You And Your Friends
Snapchat is introducing new features to let you create an Astrological Profile and see shared Astrological Compatibility with your friends.
Snapchat Creators Can Now Display Their Follower Counts
Snapchat follower counts are now a reality as the platform turns on the feature for accounts with large followings.
Snapchat Launches 3D Body Scan Lenses In Time For Halloween
Building on its full-body tracking technology, Snapchat has launched 10 new 3D body scan Lenses, that respond to your movements.
You Can Now Scan Food And Wine Labels On Snapchat
Snapchat is expanding its visual search features with the ability to scan food and wine labels and get information about …
Snapchat About To Launch First Original Series Shot On Spectacles
Snapchat is launching "First Person," the first Snap originals series shot on Snapchat Spectacles. Watch the trailer!
Snapchat Users On iOS Can Now Add Song Clips To Their Content
After testing for the last few months, Snapchat is rolling out its 'Sounds' feature to all users on iOS devices, …