With Snapchat's First Ad Format on Hold, Focus Shifts to Live Event Feeds
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Snapchat is refining its pitch to advertisers: It’s like traditional media — but on a phone and with a big audience of people less likely to check out traditional media such as linear TV or print magazines.
That explains why Snapchat is pulling back on its first ad format. The company has stopped selling Brand Story ads that let advertisers pay to promote a standalone piece of branded content within the mobile app, as Re/code reported earlier this week.
In the wake of eliminating that ad format, Snapchat is touting its TV-like Our Story feeds in meetings with media buyers, as well as its magazine-like publisher portal Discover. The company is also modifying its Our Story feeds, which were rolled out in June 2014 as a way for people at events like music festivals or football games to post on-site snaps that are stitched into a linear feed.
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