Future of TV Snap Snapchat

Snap releases mid-roll ads in top creators’ Stories


By John Glenday, Reporter

February 15, 2022 | 2 min read

Snapchat’s commercialization strategy continues at pace with the introduction of mid-roll advertisements in Snap Star Stories for a limited number of US creators.


Snapchat supports Snap Stars with the rollout of mid-roll ad format

Designed to support creators building audiences and businesses on the platform, the ad format is undergoing beta testing. A share of ad revenues, determined by posting frequency and audience engagement, among other factors, will be passed on to the creator of the public story hosting advertiser content.

Billed as a win-win solution for creators to be rewarded financially and for advertisers to reach gen Z and millennial audiences in more intimate spaces, ultimately the goal is to establish a ‘flywheel effect’ in which a virtuous circle is established of self-sustaining content.

A Snap spokesperson said: “We believe placing ads within a Snap Star’s public Story will allow for an easier path to financial success. For advertisers, this represents a new opportunity to reach our community with a new, high-value placement.

“Stories lower the barrier to content creation and engagement. It’s where Snapchatters feel comfortable sharing the most authentic version of themselves, and where fans can be entertained and follow their favorite creators.”

Snapchat states that it paid out $250m last year through its Spotlight and creator programs as it slowly opens itself up to advertising and e-commerce.

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Snapchat is an image messaging and multimedia mobile application created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University,...

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