Skip to main content

Snapchat is testing ads that contain advertorials like listicles

AT&T is using Snapchat's advertorial-containing ad format to run a listicle of GIFs.

AT&T is using Snapchat’s advertorial-containing ad format to run a listicle of GIFs.

Snapchat’s advertising business has only been around for about 17 months, and in that time its ad formats have been pretty basic: 10-second vertical videos slotted between posts in its Live and Local Stories or content in publishers’ Discover channels. That’s changing.

A couple months after Snapchat rolled out its first app-install ads, the app has begun testing a new type of interactive ad that lets brands append branded articles to Snapchat’s standard vertical video (or 3V) ad format, a Snapchat spokesperson confirmed.

AT&T appears to be the first brand to try out the new format with a campaign that began earlier this week in BuzzFeed’s Discover channel and has expanded to other Discover channels including Refinery29’s. In AT&T’s example, people can swipe up from the video to see a listicle of GIFs to promote the ability for people to stream NCAA tournament games on their smartphones.

While AT&T has adopted a listicle format for its campaign, it’s believed that the new format caters to any style of branded article that incorporates text, photos and GIFs.

The more interactive ad format could boost Snapchat’s pitch to brand advertisers looking to expose people to their brands for as long as possible, assuming Snapchat green-lights the test into an official ad format. And Snapchat appears to be fully aware of that. Last November Snapchat started testing video ads that were longer than its standard 10-second length, which has been used by film studios to run 90-second trailers promoting movies like “10 Cloverfield Lane.”

The article-oriented interactive ads would also offer brands another outlet for the text-based branded content they’re creating. And it could offer Discover publishers that create those advertorials with brands, like BuzzFeed and Mashable, another option when selling their Snapchat channels as well as a way to better bundle those Snapchat sales with their other properties without a need to produce — and the brand to pay for — extra content unique to each distribution outlet.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…