Snapchat’s latest ad offering, 10-second video ads, will run between articles and videos on Discover at a rate of $0.02 per view.
Back in January, the ephemeral messaging app launched Discover, a way for 11 news outlets – including CNN, ESPN, MTV, Vice, Cosmopolitan, and National Geographic – to create Snapchat stories. Each channel has a sponsor, who’s responsible for selling the ad space, sharing the revenue with Snapchat. Discover ads have been previously reported to cost $0.15 per view.
The new ad format, Two Pennies, was announced earlier this week at The Daily Mail and Elite Daily’s NewFront event in New York City. Jon Steinberg, chief executive (CEO) of The Daily Mail, another Snapchat publishing partner, referred to it as “the next iteration of social content,” putting it on par with Google AdWords, YouTube’s Tru View, and Facebook’s sponsored updates.
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