Hungry Jacks and Universal Pictures have launched the first standalone Snapchat 3V ad campaigns in Australia. Snapchat 3V ads are vertical videos similar in nature to YouTube's skippable ads, providing viewers with the choice to watch them.
The ads run up to 10 seconds, are sized to occupy the whole screen of a smartphone, and are integrated into the flow of Snapchat content in Live (curated compilations of user-submitted Snaps) and Discover (curated editions of stories by top publishers).
Snapchatters spend an average of 25 to 30 minutes a day on the platform and the platform is viewed by agencies as an untapped gold mine for advertisers looking to reach young people. Not many brands have yet mastered marketing on the platform.
Both companies are GroupM clients - Hungry Jacks with Maxus and Universival Pictures with MediaCom.
GroupM head of mobile Venessa Hunt says 3V ads provide the full opportunity for an ad to be seen on a vertical screen with sound.
"We are shifting very quickly to a vertical world, especially with millennials who don’t know a life before vertical screens," Hunt says. "Finding advertising solutions that not only reach the right audience, but speak to their consumption behaviour is imperative.
Universal Pictures marketing director Suzanne Stretton-Brown says the the 3V video launch coincides with the release of the film Warcraft, which is adapted from the popular video game.
Hungry Jacks Australia marketing manager Luke Paven says video is an "integral part of the advertising mix" for the fast food chain.
"We knew we could have some fun with the fiery chicken fries creative and Snapchat offers a great opportunity reach millennials in a medium they use and love," Paven adds.
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