Advertisers Can Now Buy the First Commercial Users See on Snapchat Shows

Key insight:

• Given how video content is consumed on social, the initial few seconds are critical for brands to get their message across.

Snapchat announced today a new way for brands to advertise on the platform.

Under the new offering, dubbed First Commercial, brands can be the first commercial any user sees within the first Snap show they watch that day. AT&T and others have already tested out this feature, aimed at reaching a mass audience on the platform.

For example, a person who clicks on a drama today will be served with an AT&T ad before seeing ads from other partners. Another user who tunes into a news program that day would also be served an AT&T ad before seeing other commercials. The non-skip ads have to be a minimum of 6 seconds and the buy lasts for 24 hours.

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