Digiday+ Member Article

With the launch of Snap Originals — more formalized original programming within Snapchat — the app once known as a messaging app for teens is becoming more similar to mobile TV. And with the growth of content comes the rise of TV-like ad formats.

In May, Snap released Snapchat Commercials, an unskippable, six-second ad unit, to exclusively run in its premium content called Snapchat Shows. Sean Mills, Snap’s head of original content, said Snap expects to run two or three Commercials per episode of new programming. Unlike Snapchat’s other ad formats, Commercials aren’t interactive, as in users can’t tap through them or swipe up to go to another site, watch a video or play a game.

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