Anuncis de tres segons? Snapchat tasta de la seva pròpia medicina
El format publicitari estrella que proposa snapchat, la xarxa social de la fugacitat, pot ser insuficient per convèncer molts anunciants.
Snapchat ads are averaging less than 3 seconds a view, leading some advertisers to wonder whether that’s long enough to win over consumers.
Video ad length has been a concern on Snapchat since it introduced its first commercial formats, which included the ability to skip them. The ads play among personal videos, as people tap through their messages, popping up as interstitials and at the end of videos. The company has been working with advertisers to teach them how to create for the platform in a way that will keep people from just quickly tapping through to the next video in the stream.
But one top advertiser said the app’s users typically view ads for 2.5 seconds to 2.8 seconds. “We still buy it, and are figuring it out,” the advertiser said, speaking on condition of anonymity to discuss metrics that Snapchat, a close partner, does not disclose.