You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we're looking at Snapchat's 'First Commercial' showcase.
Snapchat has showcased the first ads under its ‘First Commercial’ ad offering in the UK, with O2 and eBay named as the pioneers.
Snapchat began testing ‘First Commercial’ back last Spring, releasing it to advertisers in October. Available through Snapchat's self-serve advertising platform, Ads Manager, 'First Commercial' is Snap's first-ever video takeover product. As the name suggests, the ads are the first commercials any user sees when they watch Snap's premium shows in Discover.
O2 and eBay are among the first in the UK to take advantage of the six-second, non-skippable video takeover.
Over the past few years, Snapchat has been steadily strengthening its ad offering. In 2019, it introduced ‘Commercials’, which ran across Snapchat's shows in the UK. That was followed by ‘Extended Play Commercials’ which ran up to three minutes but were skippable after six seconds.
In a bid to entice brands to its platform, Snap also debuted its first brand-facing campaign, ‘Meet the Snapchat Generation,’ where it showcased how ingrained Snapchat is in Gen Z culture by talking to a number of brand partners (including the NFL and Depop).