With Snapchat’s foray into the Aussie market comes news from mammoth media agency GroupM it’s launched the first vertical video campaign for clients Hungry Jack’s and Universal Pictures.

Maxus handles Hungry Jack’s and MediaCom handles Universal Pictures.

The videos for Snapchat 3V are viewed by choice by consumers. They are 10 second, full-screen video ads that play with sound and integrated into the flow of Snapchat content.

Both Hungry Jack’s and Universal Pictures have recognised the rise of mobile and the need to be ingrained where their audiences are.

Head of mobile for GroupM, Venessa Hunt said: “By the very nature of Snapchat’s vertical video format, our focus is on the full opportunity for the ad to be seen – and with sound. We are shifting very quickly to a vertical world, especially with millennials who don’t know a life before vertical screens. Finding advertising solutions that not only reach the right audience, but speak to their consumption behaviour is imperative.

Universal Pictures’ marketing director Suzanne Stretton-Brown added: “It’s fantastic that Snapchat’s 3V video launch in Australia coincides with our blockbuster film release ‘Warcraft’. We know Snapchat is a key platform for us to reach the millennial audience, and Universal Pictures is delighted to be one of first advertisers to take advantage of this here in Australia.”

Luke Paven, marketing manager from Hungry Jack’s Australia commented: “Video is an integral part of the advertising mix for Hungry Jacks, and we are excited to have an advantage with marketing in a mobile world. We knew we could have some fun with the Fiery Chicken Fries creative and Snapchat offers a great opportunity reach millennials in a medium they use and love.”