Snapchat announces new attributable mid-roll ads for Snap Stories

This week, Snapchat announced they’re launching mid-roll ads for Snap Star Stories:

“We’re committed to meaningfully rewarding our community for their creativity, and continuing to support creators as they grow their audience and build their business on Snapchat.

In the coming months we’ll be introducing a new opportunity to support creators: mid-roll advertisements in Snap Star Stories.

For advertisers, this represents a new opportunity to reach our community with a new, high-value placement.”

The new, attributable ad product is currently in closed beta and the company expects to roll it out more widely later this year.

What are Snap Stars and Snap Stories?

Snap Stars are Snapchat’s verified users. There are different factors that are considered when giving someone a verified “Snap Star” status including account engagement, Stories for a public audience, authenticity, content quality and adherence to Snapchat’s community guidelines and terms of service.

Snap Stories work in a similar way to Instagram stories in that they play in sequence and are only available to view for 24 hours.

The new mid-roll ads will only play in between Snap Stories for verified creators.

What does this mean for advertisers?

The new feature means that advertisers will be able to link conversions to a specific content creator to better understand their ROI, allowing them to make better, more informed decisions. It’s basically a new way for them to reach potential customers and track their investments.

Snapchat creators will get a slice of the revenue generated by their mid-roll Snap Stories, so we could see more influencers adopting the mid-roll ads. And therefore more advertisers taking advantage of this new channel.