Published: Tue, May 15, 2018
Electronics | By Kelly Massey

Unskippable Snapchat ads are here

Unskippable Snapchat ads are here

As AdAge notes, Snapchat hopes that its force-view advertisements will make it a more enticing platform for brands.

Snapchat has started rolling out unskippable ads, promoting everything from the new Deadpool movie to Snapple and Samsung's Galaxy S9 handset.

Users will be disappointed to find that, for the first time, the ephemeral messaging app has started running adverts that users simply can not skip.

Snapchat isn't the only social media company to upscale its focus on ads.

Indeed, these six-second spots are only available in Shows, the professionally produced, episodic series from top media partners like NBCUniversal, Walt Disney Co. and Viacom that appear in Snapchat's Discover section - programs like "Phone Swap" from Elisabeth Murdoch's Vertical Networks and ESPN's version of "SportsCenter" for the app.

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Forcing viewers to sit through ads is a big step for the company that once had an aversion to any commercials users couldn't control and now since Snapchat is struggling because Snapchat hits an all-time low among millennials.

At the moment the ads aren't interactive like Snapchat's other skippable ads, but there's no word as to whether or not this is likely to change in future. Once finished, the user goes back to their Show without being prompted to watch a larger advertisement or click through to promotional material. They act much like commercial breaks on TV - remember those? Snapchat, at one point in history, was opposed to unskippable ads, instead letting users tap a button to avoid them altogether. Recently, Facebook has also started showing pre-roll video ads before the main content, even though Mark Zuckerberg had banned them for years.

That was problematic, though, because most viewers were immediately tapping the skip button, resulting in an average view time of less than two seconds, at least based on leaks from insiders.

A new stream of six-second ads are appearing on Snapchat and they can't be skipped.

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