Ads will soon be appearing on Snapchat, interwoven between your friends stories to cause minimal interruption. Welcome Snap Ad.
It's still an interruption, but if the consumers are targeted well it probably won't be seen as such.
With 10 million active UK users and around 150 million people using the platform daily, it is platform advertisers have been gnawing at the bit to get their hands on properly. After all a Geofilter only has so much reach, but a blended mix of friends stories and Snap Ad stories will mean there is no way consumers can avoid them.
This is not all. Snapchat will also be introducing: Ads API, Snapchat Ad Measurement and Stats among other features.
I am intrigued to see how Snapchat will balance user experience and big ad spend on the platform effectively.
The new Snap Ad format allows advertisers to show a 10-second vertical video while users are watching a feed of photos and video posted by their friends. The ads will appear between Stories from different users, rather than interrupting a friend’s daily update. Snapchat said people interact with the new ads five times more often than with comparable digital ads, citing internal data from its trials. The Los Angeles social networking company will test ads from about 10 brands, including Procter & Gamble Co., Verizon Communications Inc. and Warner Bros. Snapchat also opened its advertising platform to more marketers, making it easier for the app to sell promotions more widely and likely boost revenue.