MASTERCLASSING

Snapchat debuts video takeover ad format

Tyrone Stewart


Snapchat has launched a video takeover solution that enables brands to lay claim to the first ad that users see when they watch Shows.

The ‘First Commercial’ solution guarantees UK advertisers the influential first six-second unskippable ad spot on Snapchat’s suite of shows. O2 and eBay were among the first brands to utilise the ad format as part of their respective Christmas and Black Friday campaigns.

“At Snapchat we are continually building out our suite of video tools to support our advertisers who want to meaningfully engage with Gen Z,” said Toccara Baker, International Product marketing at Snapchat. “We know from our Beta testing that the attention-grabbing power of First Commercial combined with Snapchat’s unduplicated reach in a brand safe, premium environment has a huge impact on brand awareness.”

Alongside First Commercial, Snapchat has introduced the next generation of its traditional takeover with the arrival of ‘Platform Burst’. This development enables brands to activate multiple Snapchat ad formats into a condensed time period. The app has tested solution with brands across tech, telecommunications, CPG, and entertainment.