Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Snapchat’s non-skippable ads: What’s in it for brands and marketers?

18-May-2018
Font Size   16
Snapchat’s non-skippable ads: What’s in it for brands and marketers?

Promoting everything from the movie ‘Deadpool 2’ to Snapple and Samsung’s Galaxy S9 handset, Snapchat’s six-second non-skippable ads are here and you literally cannot ignore them. This is a big step by the brand that has been running only skippable video ads since 2014.

According to media reports, the forced-view ads will most likely become the platform's new source of ad income until further notice as brands weren’t happy with short average view times on their ads. Now will consumers and brands consent to these? What's in it for them? We get industry experts to weigh in.

Industry experts acknowledged that this move stems from the platform’s attempt to make it a cost-effective space for brands to advertise on and is likely to fetch brands an increase in viewability. Says Nishit Vora, Account Director, FoxyMoron, “In my opinion, Snapchat is trying to make the platform more lucrative with this for brands to advertise on. It may work well for them but may not turn out to be a great experience for the viewer."

Latish Nair, Chief Digital Officer, MediaCom reasons that six-second videos have been accepted by advertisers and is used heavily on other digital platforms. “By launching this format, Snapchat is making the platform more approachable to the brands and offering them an alternative platform to test and reach out a high engaging audience. Brands can expect an increase in viewability as Snapchat ads are full screen,” opines Nair.

Shrenik Gandhi, Co-Founder and CEO, White Rivers Media agrees, “The 6-second non-skippable ad format has worked wonders on other platforms before and it only makes sense for Snapchat to have adopted it. It is great news for marketers and not-so-great news for consumers.

Shekhar Mhaskar, VP Isobar India terms this as a catch 22 situation. “While trying to appease the advertisers by making users compulsorily watch video ads, they are in fact driving them away on the path of no return. Moreover, the ads neither take users to longer videos, nor to e-commerce experiences like the other typical video ad units,” explains Mhaskar.

Gandhi believes that the test for brands would be creating content that is a fit for the six-second ads. “The biggest challenge for marketers would be to create content that makes those 6 seconds palatable, rather than annoying your target audience and turning them off your brand, and possibly, the platform,” he shares.

Expert speak:



Lavin Punjabi, CEO and Co-Founder, mCanvas: "Snapchat needs to show revenue growth to their investors, and that will happen only if brands spend more, and that in turn will happen when brands get more bang for their buck. When the ad is unskippable, users have to watch it and this drives better value (visibility and recall) for the brand. I think it’s a move in the right direction for an ad driven business."



Pooja Gururaj, Digital Strategist, VML India: "The unskippables have arrived and the world sighs - users in disappointment and the advertisers in relief. Advertising on Snapchat has been a challenge since the very beginning. With an average view time on ads as low as 2seconds, it has been extremely limiting. So such an update was inevitable. "



Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide: “Snapchat has a very different ecosystem and users are tuned to a different experience. We can’t be very sure if unskippable ads may seem like dilution of the snap experience for its power users. In India, the user base is very small and also there are not many Indian led shows on its platform, hence it may not impact brands to a great extent.”

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities