Snap Inc. will be testing Snapchat for six-second ads in May that users can not skip. It is a drastic step, suggesting that the company has difficulty earning revenue. ( Robyn Beck | AFP / Getty Images )
In an effort to make its business more profitable, Snapchat plans to release six-second ads within its platform that users can not
It's a part Snap Inc.'s search for ways to generate revenue while preventing people from switching to other platforms, notably Instagram, whose story-telling function ̵
Snapchat is ready to test six-second ads called "commercials" in mid-May, Digiday reports. Snapchat has confirmed that this test will actually take place. Ads will run in some series, but not in personal stories or in the Discover message area. Sources familiar with Snap Inc.'s plans stated that the move is a "test phase" in which the company can see how many ads can tolerate its user base.
For brands and publishers, Snapchat is no doubt a unique way to promote their products and services, and there is reason to believe that Snap Inc. will open more elements of the app to meet the different needs of the business to become. For example, more brands could create custom lenses and filters. In fact, that has happened many times in the past. Non-skippable ads are, however, a different ballgame than interactive lenses and filters: the latter is fun, appealing, and fits into the core experience of the app, while the previous risk completely nullifies the experience, even though Snap Inc. is not frustrated.
rocky year for Snap Inc.
Even in these circumstances, this is the kind of movement the company has to go through given its current situation. It was a difficult year for Snap Inc., especially after the IPO. The company faced many challenges, the most recent of which were criticisms of the app's recent design changes. There is also the question of some celebrities who were once heavyweight Snapchat users who recently rejected the platform. In addition, the company had to lay off many engineers as it navigates the weak Wall Street performance books.
Already pissed off Snapchat's new interface, it's easy to imagine that most users will be more frustrated with the app for launching six-second ads they can not handle, but that depends on how Snap Inc. does Commercials platform developed and implemented. Even a person in the world has probably never said that they see ads on an app they use on a regular basis, especially those that can not be skipped.
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