Snapchat has announced a new offering for advertisers called “First Commercial”.
First Commerical is “a mass audience reach” feature, which means it will appear regardless of what a user watches on Snapchat Discover. The tool will allow advertisers to buy the “influential first commercial slot” that a user will see when they log on to watch Snapchat’s wide range of shows on any given day.
The advertisements will be six seconds in length and have a 24-hour shelf life, meaning they will only appear for a day on the slot before they expire.
Snapchat Launches New Premium Ad Options, Adds Vertical Video Conversion. It enables advertisers to own the influential first commercial a user sees when they tune into Snap’s robust suite of shows. https://t.co/h7Zab7WwOw pic.twitter.com/InttSC8qRk
— Guillaume Dumortier (@Guillaume_) April 29, 2020
The new feature will help Snapchat maximise the potential of their original shows. It has been calculated that the time spent on app’s Discover tab has grown by 35% year-upon-year, while the total time spent by users watching original shows on the app has doubled since this time last year.
The feature will apply to both Snapchat Originals and shows that are owned by larger news entities. As of yet, it’s set to become available first to those within the United States.