Snapchat has ended a busy week with the launch of a revamped Spectacles feature, a new policy for the collection of data ahead of GDPR and early tests for non-skippable six second ad content in Shows.
Snapchat is a unique outlet for brands as it operates a little differently to the likes of Facebook, so the arrival of bitesize ads should give them a chance to engage with audiences in new and exciting ways. Data shows that younger people in particular often skip commercials instantly so the short, non-skippable format should drive higher viewability rates.
Digiday reported the incoming arrival of the new ads and it says creatives will have to publish high-quality shorts to hold the attention of users, as even the six second limit could turn off viewers if brands don’t use the format correctly. However, a source close to the project says younger audiences are now “accustomed” to watching ads to access the content they need.
Reports claim the new six second ad spot will begin testing in the middle of May, just ten days before the arrival of GDPR – the new EU directive aimed at streamlining how personal data is collected. Snapchat says it will now stop collecting data from users aged under 16 to comply with the new rules.
Snapchat also launched a new set of Spectacles late last week. The updated hardware, which will retail for £149.99, offers new features and allows users to record content with high bit rate video and audio.