Snapchat runs 10-second Discover ads

12/05/2015

Snapchat is now selling 10-second video ads at a cost of 2 cents per view, with the Daily Mail one of the first brands to sign up to ads on the popular messaging app.

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The ads are a way that Snapchat Discover publishers such as the Daily Mail can earn revenue for creating branded content.

The new ad offering creates a new way for Snapchat Discover publishers to generate revenue.

The British publisher used its first presentation at the Digital Newfronts in New York to tout the success of its partnership with Snapchat in reaching the younger 18-24-year-old audience.

Jon Steinberg CEO of the Daily Mail US told a room full of 30-something media buyer: “Our number two focus after our own owned and operated property is Snapchat. Why is Snapchat important? Because it is so big and so important and you guys don’t know that because you are all too old to be on it.”

The presentation comes just days after the social platform enabled sharing of articles by users.
The publication said its 250 journalists and more than 3,500 Elite Daily millennial writers post about 1,000 pieces of content a day and 10,000 photos and videos. It gets 78 million monthly unique views in the U.S. and 270 million UVs globally.

While Snapchat’s 10 second video ads are available for sale immediately in the US it is not yet clear when the product will be available globally, with Bell conceding on stage that he had not originally planned to make the two cent per view announcement today.

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