Adweek published a new article recently detailing how Snapchat is now allowing advertisers to run video ads up to three minutes in length.
These new ad units are being referred to as Extended Play Commercials. Snapchat is still sticking with their standard six-second skip mark option for users who do not with to view these ads in their entirety.
One of Snapchat’s VP’s, David Router, was able to explain the reasoning in why the new extended play format makes sense for all parties.
“We’re committed to building high-impact, long-form video ad formats, and extended play commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Generation Z and millennial audience in Snapchat’s premium, brand safe Discover content.”
Snapchat is committed to growth and believes this change and other forthcoming ones will allow it to compete with other video ad platforms such as Facebook, Instagram and YouTube.
Only beta testers will be subject to this new ad format for now pending user and advertiser feedback from the tests.
If you would like to test out this new ad format, you are able to reach out to your account manager to check if new beta advertisers are still being admitted in your area.