The new advertising format is on the full Shows platform in the Netherlands and is being rolled out by CZ and Dr. Martens tested first.
CZ puts Commercials in for subsidiary brand Just, a health insurance with which the insurer wants to appeal to Gen Z. John Gerritse, head of sales at CZ explains: “We know that unskippable video usually produces good results for us, so when we heard that Commercials was going to launch in the Netherlands, we were very excited. The initial feedback shows that through Snapchat Commercials we can successfully convey the message that Just is a smart insurance policy to a Gen Z audience – which ultimately gives us a positive result on a corporate level. ‘
Roy Van Damme, Head of Social at Greenhouse & GroupM NL: ‘Snapchat’s Discover platform gives advertisers the opportunity to place their brand among the best content in a safe environment. We know that video is an effective medium to reach Gen Z audiences and through Commercials we can now create even more awareness for our customers on a high-quality platform. ‘
Joost Hagesteijn, Regional Director, Netherlands and Nordics, Snap Inc explains: ‘With the launch of Discover in the Netherlands last October, we wanted to become the best platform for media companies and storytellers, both for creating quality content and achieving our unique community and building companies and brands. We are continuing that mission with the launch of Commercials, offering a unique opportunity for advertisers to use full-screen vertical videos with sound during professionally produced, popular, Dutch content. ‘
(PvWK, photo credit Dr. Martens: Fotografierende / Pexels)
Commercials are available through Snap’s self-service platform, which offers several ROI benefits, including improved targeting, metrics, and pricing efficiency. In addition, Commercials offers advertisers the opportunity to be placed between premium, brand-safe content in an engaging and attractive format. Commercials are video Snap Ads that cannot be skipped and are only shown in places where Snap Ads usually appear in shows (not pre-roll). Commercials are up to six seconds long (instead of a full 30 second TV ad), in line with the trend we’re seeing in the mobile video ad industry. ”
More about Shows
In October 2020, Snap introduced Shows in the Netherlands with the aim of creating a new form of premium, TV-like content, produced exclusively for mobile by leading TV networks and entertainment studios. Snapchat currently has more than 15 content partners in the Netherlands and more partners will be added in 2021. Shows are usually 3-5 minutes long, full screen and immersive. They are hyper-visual, including animations, split screens and quick edits, based on the imagery that Snapchatters use among themselves to communicate with their best friends. Shows is the third content format now available in Discover, alongside Publisher Stories, our magazine-style content produced by media companies, and Our Stories, compilations of Snaps submitted by our community and curated by both Snapchat editors and selected publishers. ‘