Snapchat’s unskippable ads are making it a bigger contender for video ad budgets in the UK

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2019, 3:28 PM UTC

The unskippable ads called Snap Commercials have seen 70% completion rates.

This piece says that Snapchat is gaining ground on Facebook and YouTube on back of its recently launched unskippable ad format. With 70% of impressions served having completed views, the app is becoming a big contender in the UK for video ad budgets.

To sell more unskippable ads, Snapchat now allows users to access webpages directly from the ad. The success of snap commercials has led the company to extend the length of Snap Ads from 10 seconds to three minutes.

Despite Snapchat offering cheaper ads, longer ad formats are still expensive to produce and could deter advertisers from spending more on the app. But James Mortimer, paid-social strategist at iCrossing UK says that longer video slots allow Snapchat to be in line with its competitors.

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