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State of the Screens

Unskippable six-second video ads are coming to Snapchat

By May 7, 2018No Comments

Snapchat is joining the 6s ad fray with the release of a new unskippable ad.

Flashback #1: With Snapchat’s new 5-minute shows, it’s starting to look a lot like a TV network

Each show will contain three 10-second ads.

How does this ad load compare to TV?
1) Snapchat — 3 minutes of content + 30 seconds of ads → 14% of time w/ ads

2) Television — 44 minutes of content + 16 minutes of ads → 26% of time w/ ads

Every hour of video viewing on Snapchat will deliver less than 9 minutes of ads or 53% of the ad load of television.

How popular are 6s ads? A recent survey of mobile marketers found that 49% listed 6s ads in their top 3 ad formats.

Flashback #2: The ad industry feels like Silicon Valley is killing creativity

A few challenges w/ short ads:
1) Connecting w/ consumers — Creative executives worry that 6s is not enough time to connect with customers in a similar way to the 30s allotted in most TV spots.

2) Pricing for creative — Fixed costs for creating both formats is very similar. Will brands expect to pay less?

3) Pricing for ad spots — Do these spots cost 1/5 less to run? For example, if a 30s spot has a CPM of $25 does the 5s cost $5?

A good example of a 6s ad recently tested by Acura:

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.