Are three seconds enough? Snapchat takes ads to the limit


The premium advertising format proposed by Snapchat, the social network of fugacity, may be insufficient to convince many advertisers.

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.

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