Snapchat has made ad skipping a feature of the app – and that poses an existential question
NBA star Karl Anthony Towns has fired hoops in recent weeks on a shared video on Snapchat Stories, a social video messaging feature.
Everything seemed to be a typical Snapchat message – until it stopped at the camera and headed for the camera, it became apparent that this was a ground for the sports drink Gatorade.
Another video, a few days ago, featured a woman – this time, not a celebrity – “Is it a video” that seemed shocked to be looking at someone’s phone, asking while the camera was recording their reaction. It was an advertisement for Snickers.
Both ads illustrate a few emerging Snapchat advertising strategies. They are designed to look like the other videos in Snapchat; That is to say, they are less developed and adapted to the aesthetic craftsmanship of the application, and are mixed with their environment (the announcement of Gatorade City was discovered in a story centered on Snapchat NBA) to convince momentarily users looked more than another piece Of the video produced by the user.
Traders have tried for a long time to make sure that their advertising is integrated. So-called indigenous ads or promotions designed to resemble the normal content of a publisher have become an example of this effort everywhere. But with Snapchat, the ads reveal a different challenge: easily skipping clips or video snapshots, including ads, in a Snapchat story is a feature key, making it much harder for marketers to prevent people from launching their clues Of application content.
For the parent company of Snapchat, Snap, an existential question arises. Was the platform founded as a teen-oriented discussion program with private messages that disappear quickly and are always hospitable for interruptive advertising?
In the above case, Snapchat is likely to retain advertisers in specific custom story ad packages.
For example, Snapchat knows when to expect to run a great story that captures eyeballs – such as a summary of July 4 videos (Google seems to have sponsored Pixel Tuesday) or past message fans at Wimbledon.
You can sell ad slots for these user-generated video compilations for the big brands, which can create custom ads designed to perfectly fit the user-generated content.
But if Snap wants to respond to hundreds of thousands of advertisers, you can not realistically sell each ad slot in a story related to a big event.
Snap recently opened its platform for the masses as it aims to generate revenue by attracting advertisers of all sizes after becoming a public company. It should suit advertisers who have smaller budgets or lower shipping and those who can not hire an advertising agency to produce catchy NBA stars.
This means that most new Snap advertisers will not be able to develop the perfect Snapchat-esque ad for Snapchat’s ideal moment history. They will have to find another way to keep people from stopping at their taps.