Most Snapchat Discover Ads Are Either Interactive or Direct Response

Three-week study has surprising results


As Snapchat plugs away at proving that its vertical video ads work with data and machine-learning targeting, marketers are increasingly testing longer video and direct-response campaigns on the platform.

For the past three weeks, Adweek has tracked 53 campaigns within Discover, the section of the app where marketers run short video ads alongside content from publishers, and we found that 36 of them (or 68 percent) prompted users to take an action by swiping up on the screen.

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