Snapchat Debuts Unskippable Ads On Quest To Break Even

Joanna Estrada
May 15, 2018

It's important to note that the new non-skippable advertisements only appear in Snapchat's collection of "Shows", not in user-generated Stories. Users report seeing clips for Deadpool 2, the latest Galaxy flagships, other movies, and more. Besides being a pain for Snapchat users, the ads don't offer any links to a full video or an ecommerce experience, which can be found on Snapchat's usual ads. They appear only in Shows, which are episodic programs produced by top media companies like Disney, Viacom and NBCUniversal. Several anonymous Snapchat advertisers claim that the average viewing time of the skippable ads came in at less than two seconds, making advertisers unhappy. Snapchat's video ads have been immediately skippable since they first arrived in 2014.

Snap, the company behind Snapchat, is looking for ways to finally turn a profit, and so on Monday, May 15 it started running unskippable adsin a selection of Snapchat Shows.

"They can't build a viable ad-supported platform without changing", one digital agency executive says. Users can now expect six-second ads.

In the past Snapchat had been reluctant to force ads on its audience, but, at least in its most obviously commercial feature, this has now changed as it hopes to convince users that premium content is worth watching an advert for. According to AdAge, "Snapchat's media partners are able to sell their own ads, but most ads are bought through Snapchat's automated ad platform".

Snap not the only social platform that has compromised in order to appease brands. Recently, Facebook began showing pre-roll video ads before content, despite CEO Mark Zuckerberg previously banning them for years.

The six-second ads show a bar keeping the exact time remaining hidden unless the viewers tries to skip by tapping the screen. The ads are unskippable, forcing subscribers to watch all six seconds of them.

Other reports by Click Lancashire

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