Snap Inc – the company behind Snapchat – is today encouraging advertisers to get creative with how they use video on the platform and to rethink how they bid for it.
With so much being made of the value of video in advertising, the Evan Spiegel-led company has unveiled a series of changes that look to give advertisers more “creative flexibility” when it comes to shaping their video content for audiences.
Specifically, advertisers now have the ability to increase the maximum duration of all Snap Ads to 180 seconds.
The social network says this will now allow studios to run full film trailer ads for viewers for example, rather than shortened versions.
Additionally, the company has added a swipe-up option to its six-second commercials offering.
Previously, these ads have been video-only, with no option for audiences to interact.
Advertisers can now give users the option to ‘swipe’ to a web view, long-form video or camera attachment.
As well as increasing creative options, Snap Inc is also shaking up the way advertisers bid on video ad content.
It has added goal-based bidding for video to let advertisers optimise their buying for 15-second video views.
This ensures a specific level of ad engagement and serves as a way to increase brand engagement.
Goal-based bidding has been used across some of Snapchat’s other advertising mediums for some time now and has been proven as a way to better target messages.