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October 6, 2020
10/06/2020

Introducing First Commercial 

In the spring of 2020, we began testing our first ever video takeover product - First Commercial. This high-impact product guarantees advertiser ownership over the first ad experience that a user sees on a given day within premium Shows in Discover. Today, we are excited to release First Commercial to advertisers in Ads Manager. 
This new video takeover solution runs exclusively within curated, brand safe, made for mobile programming. And as the average number of Snapchatters watching Shows in Discover every day has increased 45%1 year over year, the opportunity to reach this expanding audience is all the more critical for brand building. Based on a meta-analysis of Snapchat brand-lift studies, brand metrics grow at a significantly higher rate when a consumer’s first impression on Snapchat is a Commercial2. Knowing that a Commercial as a first impression drives 2x higher2 brand awareness compared to a Snap Ad, we’re excited to bring this to opportunity to video buyers across the US and UK. 
First Commercial is effective, efficient, and now easier than ever to buy. With its move into general availability in Ads Manager, we’re unlocking the ability to run Extended Play Commercials up to 3 minutes in length, transact via self service, and enable conversion tracking. This gives advertisers the ability to access First Commercial seamlessly alongside their existing, always-on video campaigns in Snap Select.
Not only are the number of Snapchatters watching shows increasing, we are continually looking to expand and diversify our Show offerings. Later this year and in 2021, we will be launching a group of exciting new docuseries Snap Originals. From taking action on social and racial injustice, to the upcoming presidential election, and reflecting on one’s personal and professional journeys, these new and returning docuseries feature even more young, passionate and inspired creators, including Swae Lee, Trippie Redd and Loren Gray. They join our lineup of mission-driven Shows that feature passionate and inspired Creators and reflect the issues most important to the Snapchat Generation. Learn more about these new shows here.

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1Snap Inc. internal data Q2 2020 vs. Q2 2019
2Data: Snap Inc. internal data, September '19 - June '20. Ad Awareness average lift calculated for 66 Snap Ads and commercial campaigns with brand resonance studies; Brand Awareness lift calculated for 32 Snap Ads and Commercial campaigns. The impact is shown only for brand survey respondents who had both Snap Ads and Commercial impressions vs. control