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Recently, Snapchat announced plans to introduce an ad option that allows brands to reserve and purchase non-skip, six-second commercials in the app.
What Is Snapchat’s Premium 6-Second Ad?
Snapchat’s premium ad service, called Snap Select, will allow brands to “reserve and buy” non-skip, six-second ads, which will populate in the app’s Discover section. This ad service will offer ad inventory on a fixed cost-per-thousand (CPM) impressions in Snap Originals, sports videos and premium shows. Snap Select will be made available later this quarter (Q2 2019).
Snap Select will offer a one-click media-buying tool, according to MediaPost, which will be called “proposals” and allow “media buyers to review and approve a Snap Select plan.”
Vice President, Global Agency Partnerships at Snap, David Roter, is excited about the new ad inventory and said, “Snap Select gives marketers and agencies access to reserve inventory in the most premium, popular shows on Snapchat.”
Why Is Snap Offering Snap Select?
Snap is offering Snap Select to give marketers “greater control of their video ad placements,” according to Mobile Marketer. This service levels Snap with competitors Facebook and Google, who each have similar video advertising services.
How Will Snap Select Benefit Marketers?
Snap Select will allow brands to easily target their ideal audiences while expanding their reach and overall brand awareness.
Snapchat Discover premium content producers include NBCUniversal, ESPN, Viacom, Hearst, Buzzfeed, Conde Nast Entertainment, the NBA and the NFL, Mobile Marketer reported, so brands who advertise during these producers’ content can reach larger audiences and expand their conversion potentials.