Snapchat Is Now Pitching Brands on Sequential Video Ads
By Lauren Stacy • January 20, 2017
Snapchat has introduced a new type of ad package called sequenced messaging, which allows brands to run back-to-back video ads. Rather than relying on traditional targeting methods such as tracking though, the new tool requires brands to purchase a takeover of a Discover channel using contextual targeting. The new format, which has already been used by entertainment brands such as Sony Pictures and Universal Pictures, gives brands a chance to engage with users longer and deliver more creative storytelling experiences.