Snapchat Is Now Pitching Brands on Sequential Video Ads

Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover—the app's hub of daily content from publishers including Cosmopolitan, CNN and The Daily Mail—to tell one story. For example, one media buyer described how marketers can cut up a 30-second spot into three 10-second ads that run consecutively. "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," said a digital ad buyer who was recently briefed on Snapchat's ad packages and spoke with Adweek on condition of anonymity. "I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, 'Maybe if you watched three seconds of the first video, five seconds [of the second video] and then 10 seconds to finish the story, that's good as long as you get the point of the narrative.'" Sequential advertising is a sophisticated targeting tactic used by digital marketers. It zeros in on people who have previously seen or engaged with an ad and then follows up with a series of messages. The practice is commonly used with Facebook and Twitter. However,... Continue reading at 'AdWeek'

[ AdWeek | 2017-01-19 00:00:00 UTC ]
News tagged with: #business development #horizon media #real estate #makes sense

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[ Publishers Weekly | 2011-02-14 00:00:00 UTC ]
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[ PC World | 2011-02-10 00:00:00 UTC ]
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ASA drops W H Smith R&J book club ad complaint

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[ The Bookseller | 2011-02-02 00:00:00 UTC ]
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High Impact Ads on the Rise for MPA Members

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