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We probably all saw this coming, didn’t we?
In a bid to further monetise the 10 billion views Snapchat enjoys every day, the hugely popular video sharing social media platform will soon be placing ads within your friends’ stories.
Up to now, Snapchat has only served ads in the Discover section, and although this part of the app gets millions of views per day, it is the personal stories that makes up the vast majority of activity.
Ads on Snapchat had previouisly been restricted to the Discover section.
You might be worrying about how these ads are going to impact on your user experience, but Snapchat looked to address these concerns in their statement yesterday:
“Stories today are the fastest, most personal way for Snapchatters to catch up with their friends. Starting soon, we’ll begin rolling out Snap Ads between Stories.
“As always, we’re being incredibly thoughtful about the experience — we’ll run only top-notch creative, and we’ll be careful about how many ads Snapchatters see.
“From time to time, we’ll provide a skippable Snap Ad when a Snapchatter watches a string of Stories. These Snaps Ads only appear between Stories — they don’t interrupt a Story you’re currently watching.”
Ever since its inception, Snapchat has been keen to avoid ruining the experience with ads that are too frequent or inappropriate for the platform. It is likely they will be extremely cautious in ensuring that the quality of Snap Ads’ creative is high.
Yesterday also saw the launch of Snapchat’s official ads API, renamed Snap Ads having been previously referred to as V3 (Vertical Video Views).
This new ad platform was launched with a select group of around 20 marketing tech partners, including Adaptly, 4C, Amobee and TubeMogul.
We’re often filled with dread whenever we hear that our favourite social media platforms are going to start showing more ads, but in the case of Snapchat there’s good reason to trust that they mean it when they say they’re going to be careful about how many ads we’ll have to see.
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