Dive Brief:
- Snapchat’s latest ad unit is a call-to-action style ad and the first brand to take advantage of the new ad type is Activision with its "Call of Duty: Black Ops 3" game.
- To view the new ad type, Snapchat users have to swipe up from a branded post – in this case to watch a full trailer for the game.
- In other Snapchat news this week, the social platform announced it hit the six billion daily video view threshold, almost tripling its views in the last six months, according to sources who spoke with the Financial Times.
Dive Insight:
Like most social media companies, Snapchat has been active in offering new ad types in a bid for revenue. The latest is a call-to-action ad that requires its users to take an additional step of swiping on a branded post to view the entire ad.
The first ad, featuring a trailer for the "Call of Duty: Black Ops 3" game, ran on the Daily Mail’s Discover portal channel, and differs from the usual Discover ads because the typical Discover ads auto-play between content published by publishers on their channels.
Interestingly, the game's trailer runs for two minutes in landscape mode, so it doesn’t take advantage of the vertical video format Snapchat has previously touted.