Twentieth Century Fox is running the first ever Promoted Story on Snapchat in Australia, for the movie release of Maze Runner.
Promoted Stories is the new ad unit that Snapchat launched in the US in November. It is significant, as it is the social media company’s first ‘news feed’-like ad unit.
A Promoted Story consists of three to 10 snaps that auto-advance to tell a long-form story. They appear via a tile, similar to existing premium content on Snapchat, and are made for mobile, meaning full-screen with sound on.
Promoted Stories are currently purchased as one-day takeovers by country.
The format could be compared to the YouTube masthead in terms of reach and placement, or Facebook News Feed ads, or essentially a Discover edition from a brand, but clearly marked ‘ad’.
Peter Sellis, director of product revenue at Snap Inc, said: “Our advertising partners have been asking for ways to tell deeper stories on mobile.
“Promoted Stories offer marketers access to the same Stories format used by our community, combined with the reach and placement enjoyed by publishers on the app.”