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Snap launches premium video ad option, First Commercial, as use surges - Business Insider

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Snapchat's premium video content has seen audience growth during the pandemic, and now it's making it easier for advertisers to take advantage

a new ad offering titled "First Commercial," which lets brands be the first commercial any user sees within the first Snap show they watch on a given day. So, if on a given day one person opens a scripted Snap Original show first, while another tunes into the app's NBC News program as their first show of the day, both will be served the same ad before seeing any other commercial.

And to further accelerate brand investment, Snap is also launching a Vertical Video Conversion tool to help advertisers seamlessly convert horizontal assets into a vertical format — a historical sticking point for some advertisers. The format offers a brand-safe placement with limited distractions. A non-skippable ad placed before premium inventory presents an attractive opportunity to marketers looking to limit their budget to high-quality inventory during the pandemic. Concerns about brand safety have some brands to avoid the platform in the past, but premium options like First Commercial should ease those concerns.

 

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