Snapchat Introduces Extended Play Commercials

The 6-second non-skip format still applies, but video can run up to 3 minutes

Snapchatters may start seeing longer non-skippable commercials on the messaging application with Monday’s introduction of new ad option extended play commercials, which enables brands to go as long as three minutes.

The new ad option was initially discussed by the company during Advertising Week New York in September, with Snapchat saying at the time that a movie studio could run a full film trailer instead of a six-second clip.

Extended play commercials retain the six-second non-skip format but give brands the ability to extend their content for up to three minutes.

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