Users will soon have to watch ads before watching some Snapchat shows, a report says.
(CCM) — Snapchat is planning to test the use of unskippable video ads in a bid to give its disappointing revenues a boost, according to a Digiday report. These tests will start around the middle of May.
The company has yet to turn a profit, so it is resorting to running six-seconds ads in select Snapchat shows, the report says. These ads will not appear in Snapchat's magazine-style Discover editions or users' personal stories.
The unskippable ads will be a new experience for Snapchat users, who until now have not been forced to watch ads before accessing free content. "They’re aware people will have to get used to it," a source told Digiday. "That said, so much of the Snapchat generation has gotten accustomed to watching ads to get content."
At the moment users can skip ads on Snapchat with a simple tap, and earlier this year the service considered making users watch three seconds of an ad before allowing them to skip it, before rejecting the idea.
The risk for Snapchat is that forcing users to watch six-second ads before accessing content could result in them simply not bothering to access the content at all.
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