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Snapchat Lets Advertisers Run Video Ads Up to 3 Minutes in Length

November 26, 2019 / Matt Southern

Snapchat is rolling out new options for advertisers, allowing them to run ads as long as three minutes. The new ad units, called extended play commercials, can still be skipped after six seconds like other Snapchat ads. Extended play commercials will be displayed as mid-roll ads, similar to shorter Snapchat commercials. The extended play format is designed to give advertisers an opportunity to tell longer stories to engaged viewers. Snapchat tells AdWeek that it’s poised to capture a greater share of the video ad market. Those who wish to have early access to extended play commercials can request access from their Snapchat advertising representative. Brands can also request access by reaching out to the company through Ads Manager.