Snap Letting Buyers Reserve Ads in Discover Programs

Snap Select offers fixed pricing
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Snap is launching Snap Select, which will let media buyers reserve commercials in Snapchat Discover shows, which reach the young consumers marketers covet.

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Snap Select, which is expected to be up and running in the second quarter, offers non-skip six-second ads in premium video inventory at fixed cost-per-thousand viewers (CPMs).

The shows being sold via Snap Select reach young users, feature professionally created content and are curated by people to ensure brand safety.

Related: Snapchat Rolling Out Serialized, Scripted Shows

Like YouTube’s Google Preferred, Snap Select puts the most popular Snapchat Discover shows into a package for advertisers. Snapchat content partners involved in the program include NBCUniversal, ESPN, Viacom, Discovery, Hearst, BuzzFeed, Conde Nast Entertainment, NBA, NFL and Tastemade.

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"Snap Select gives marketers and agencies access to reserve inventory in the most premium, popular shows on Snapchat, and a direct path to reach Millennial and Gen Z audiences that are increasingly difficult to reach elsewhere,” said David Roter, VP, global agency partnerships at Snap. “We're thrilled with our ability to deliver ROI with non-skippable, full-screen Commercials, with sound on and at scale."

With Snap Select, buyers will be able to pick the shows they want to advertise in and reserve the ad availabilities at a fixed price ahead of time, which is more like TV and the way more digital video ads are being sold.

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