The debut line-up of advertising partners for Commercials, Snapchat’s six-second unskippable ads that run across Snapchat Shows in the U.K, has been announced today.
EE and Mars are among the first advertisers to take advantage of the new ad format which will be available across the entire Shows platform in the U.K. Snapchat introduced Shows in October 2018 with the aim of creating a new form of premium, TV-like content, produced exclusively for mobile by leading TV networks and entertainment studios - it represents the third content format featured in Snapchat's Discover, in addition to Publisher Stories and Our Stories.
Chantal Barcelona, media manager at Mars commented: “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. 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."
Ed Couchman, Snapchat’s head of advertising in the UK commented: “Commercials offers brands and advertisers a unique opportunity to run full screen, sound on vertical video, wrapped around professionally produced content from some of the UK’s most loved content producers. Combined with Snap’s ad targeting capabilities make it a potent placement on any media schedule.”