Snapchat Now Allows Advertisers to Run Ads up to 3 Minutes in Length

In the latest Snapchat video ad update, advertisers can now run ads up to 3 minutes in length.

Extended Play Commercials

Two weeks ago, Snapchat released a video update, allowing advertisers to run video ads up to 3 minutes in length. This new update, called Extended Play Commercials, can be skipped after six seconds, like other Snapchat ads.

Extended Play Commercials are displayed as mid-roll ads, similar to the current shorter Snapchat commercial ads.

These new extended play commercials allow advertisers to tell longer stories for a more engaged viewers/audience.

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Benefits of Extended Play Commercials

In an interview with AdWeek, Snapchat is looking to grab a greater share of the video ad market with extended play commercials:

“The company believes the flexibility that extended play commercials provides to video advertisers will help it gain more share of the overall online video advertising market.”

At this time, Extended Play Commercials are currently available in a closed beta. If you’re a white-listed advertiser, you can access this feature in the Snapchat Ad Manager. Should your account not be white-listed, you can request the feature by reaching out to your Snapchat advertising representative.

David Router, Snapchat’s VP of Global Agency Partnerships, talks of the benefits of extended play commercials:

“We’re committed to building high-impact, long-form video ad formats, and extended play commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Generation Z and millennial audience in Snapchat’s premium, brand safe Discover content.”