Snapchat eyes mobile ad market in 2018



Snapchat is up to big things in 2018. The popular social messaging app has set its sight on boosting user growth and advertising revenue in the new year.

According to reports from Advertising Age, Snapchat is evaluating a more radical move to target ads that would require its users to watch three seconds of a video ad before being able to skip it. Arguably, most users will be used to such mobile video ad types from YouTube.

However, it’s in contrast to Snapchat’s current video skipping policy which lets users swipe past them instantly. The problem for Snapchat? Users often skip the ads and do not meet The Media Rating Council’s two-second minimum to be called “viewable” video ads.

Snapchat hasn’t had an easy ride when it comes to advertising. Although the app comes with a unique audience – mostly teens and Millennials – advertisers are interested in campaigns that are driving return on investment.

This is leading Snapchat to become more aggressive to meet market demands.

At the same time, the social app is working on a “Stories Everywhere” feature that lets users view content outside of the app. This will be the first time that users get to see content from outside of Snapchat.

The move was first reported by Cheddar, which says it obtained the information from an exclusive source.

If true, it may boost Snapchat’s user base and engagement levels.

The development of Stories Everywhere has also been attributed to newly hired Rahul Chopra, the former global head of video at News Corp, who has been tasked with growing the platform’s user base.