Snap to launch non-skippable commercials for premium shows

Snap may soon introduce a new feature that lets brands reserve and buy non-skip, six-second commercials for premium shows running in Snapchat’s Discover section.

Called Snap Select, it provides ad inventory for Snap Originals, but also sports and premium shows. Costs are fixed on a CPM basis, according to Adweek.

As brand safety has become a pressing issue for many marketers, the latest addition could provide them with enhanced control over their video ad selection.

According to Snap data, Snapchat users are now spending considerably more time watching shows with viewing times tripling in the past year.

Existing premium content producers on Discover include ESPN, BuzzFeed, Viacom and NBCUniversal, among others.

The move marks Snap’s efforts to continue to develop its ad services into a diverse offering and attract a larger client base.