Snapchat has updated its video advertising features, allowing advertisers to create longer Snap Ads, adding new interactive features for its six-second Commercials and adding goal-based bidding.
Previously, advertisers using Snap Ads could schedule ten-second video ads. Snap has increased the duration of ads to a total of 180 seconds.
According to the company, this should not affect user experience significantly as ads can still be skipped. But being able to run longer ads on the app may entice more brands to trial ads on the platform.
At the same time, the company previously reported that more users were watching longer content on the app. Discover viewers rose 35% year-on-year. The app has a predominantly young audience who are hungry for video content.
Total time viewing Shows on Discover tripled in 2019 compared to Q2 2018.
Snap’s Commercials originally launched without interactive elements. The company now added an option that lets users swipe-up on ad units to view web view, long-form video or camera attachment.
The average CPM of Commercials is $10 to $12 with a cost-per-completed view of $0.01.
Snap advertisers will also be able to leverage a bidding option for 15-second video views. Called Goal-based Bidding, the addition provides a new level of ad engagement for optimised bidding.