Snapchat starts showing six-second ads that viewers can't skip

Snapchat starts showing six-second ads that viewers can't skip

But the new ads seem to agree with everyone from the advertisers to the studios making the shows on Snapchat. Ads have started popping up on the app, promoting movies like "Deadpool" and "Adrift" and products such as Lipton's Tea bags.

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.

The new ads appear like commercials in the middle of a show, similar to TV, a medium Snapchat has tried to emulate but update for the mobile age. They appear only in Shows, which are episodic programs produced by top media companies like Disney, Viacom and NBCUniversal. All existing reports about unskippable ads showing up to some users originated exclusively from the United States. Snapchat's video ads have been immediately skippable since they first arrived in 2014.

Snapchat's previously announced unskippable six-second advertisements are now rolling out to users.

"They can't build a viable ad-supported platform without changing", one digital agency executive says.

Mancini proud to be Italy coach (2)
Luigi di Biagio had stepped up from the Under-21s to take interim charge of the senior national side but will now make way for Mancini.

The new advertisements, on the other hand, are unlike the previous ads in the messaging platform.

Digidayrecently noted that up to now, Snapchatters have been reluctant to view ads on the platform, with a 2017 study indicating that almost 70 percent of U.S. -based users "always" or "often" skip such content on the app.

As a compromise of sort, Snap has introduced unskippable ads, but limited them to a very tolerable six seconds. They act much like commercial breaks on TV - remember those? According to AdAge, "Snapchat's media partners are able to sell their own ads, but most ads are bought through Snapchat's automated ad platform". These "forced-view" adverts are 6-second videos that do not offer the option of skipping.

These six-second ads now appear only in the professionally produced Shows found in Snapchat's "Discover" section.

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