Food brand Mars and telecommunications provider EE have been unveiled as the first two ad partners for Snapchat Commercials. The ads will be scheduled to run on Snapchat Shows in the UK.
Snapchat Commercials are non-skippable video ads which let brands schedule full-screen vertical video ads with sound. The ads are available through Snap’s self-serve ad platform.
Snap rolled out Shows in the UK back in October 2018 to create a TV-style content platform in partnership with publishers and entertainment networks. Among them were Channel 4, Sky News and Vice.
“We know from other digital platforms that unskippable video drives results for us, so when Snapchat announced their new Commercials offering we were keen to test it to expand our understanding of what drives effectiveness on Snapchat,” said Chantal Barcelona, Mars’ media manager. “By aligning full screen vertical video with premium mobile content, we believe there is huge value for our brands at landing our core message and ultimately shifting key business results.”
The latest format update is to provide improved targeting and measurement, according to Snap.