Snapchat may be looking to take a page out of the YouTube playbook with three-second pre-roll ads that will then offer users an option to skip. Currently, Snapchat lets users skip ads immediately — while TrueView ads on YouTube are skippable after five seconds of play-time.
AdAge reports that Snapchat, which has been altogether tentative about integrating ads, is weighing the change in order to appease brands — given that young users often skip ads on the platform in less than a second. It’s unclear where the three-second ads would run — whether in the Discover section featuring professional publishers or amid user-generated Stories. And Snapchat isn’t the only platform looking to integrate pre-roll ads after long abstaining from the format: Facebook is also testing six-second pre-roll ads within its Watch video hub.
The rumored change arrives as Snapchat is in the midst of rolling out a complete redesign in the face of slagging user growth — and, consequently, falling ad prices. The company reported $208 million in ad revenue its third quarter, according to AdAge — far below analyst projections of $235 million.
This morning, Snap shares fell 3.8% on the heels of a Cowen Group survey of 50 senior ad buyers — 96% of whom said that they preferred to buy ads on Instagram over Snapchat, according to Business Insider. Surveyed buyers cited better user targeting, return on investment, and campaign measurement on Instagram.
COVID changed things for our industry. Lockdowns meant millions of people suddenly found themselves at…
'Tis the season for festive holiday beverages, and some of YouTube's biggest channels are raising…
If you've followed Kai Cenat's Mafiathon events over the years, then you know that the…
If you love to share your Spotify Wrapped, but you don't want to wait until…
Two years after it initially studied eating disorder videos on YouTube, the Center For Countering Digital Hate (CCDH)…
TikTok was one of the first social media companies to add labels to AI-generated content. Those…