With Snapchat’s First Ad Format on Hold, Focus Shifts to Live Event Feeds

by: Tim Peterson | Advertising Age

Snapchat is refining its pitch to advertisers: It’s like traditional media — but on a phone and with a big audience of people less likely to check out traditional media such as linear TV or print magazines.


That explains why Snapchat is pulling back on its first ad format. The company has stopped selling Brand Story ads that let advertisers pay to promote a standalone piece of branded content within the mobile app, as Re/code reported earlier this week.

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