Snapchat has become an incredibly popular social media platform, especially among younger demographics. One of the signature features of Snapchat is that videos and photos self-destruct after being viewed. This creates an air of ephemerality and impermanence around content.
Snapchat also allows companies to run video advertisements on the platform. However, users have the option to skip these ads after they have played for a few seconds. This raises an important question – if a user skips an ad on Snapchat, does the company still have to pay for that ad impression? Let’s take a deeper look at how Snapchat advertising works.
How Do Ads Work on Snapchat?
Snapchat provides advertisers with a few different options for running ads on their platform:
- Snap Ads – These are full-screen vertical video ads that appear between stories and other Snapchat content. They can be up to 10 seconds long.
- Commercials – These are also full-screen vertical video ads that play in between shows on Snapchat’s Discover platform. They are usually 6 seconds long.
- Sponsored Lenses – These are interactive augmented reality lenses that feature a brand’s logo and messaging.
- Sponsored Filters – These add a branded frame or overlay to a user’s photo or video.
- Sponsored Geofilters – These display a branded graphic when users tag their snaps with a specific location.
Snap Ads and Commercials make up the bulk of video advertising options on Snapchat. Advertisers purchase these ads on a cost per view (CPV) model, meaning they only pay when the ad is loaded and “viewed” by the user.
What Qualifies as a View?
Snapchat counts a video ad as “viewed” when the following criteria are met:
- The video ad is loaded and played on the user’s device.
- The video ad plays for at least 2 continuous seconds.
- The video ad plays until completion or is manually skipped by the user.
- At least 50% of the ad is visible on the screen.
As long as those requirements are fulfilled, Snapchat counts it as a view and charges the advertiser. The advertiser does not get refunded or pay less if the ad is ultimately skipped or ignored by the user.
So Does Skipping An Ad Still Count as a View?
Yes, even if a user manually skips a Snapchat video ad, the advertiser is still charged for that impression. The reasoning is that the ad was successfully loaded, played for at least 2 continuous seconds, and took up a majority of the screen.
Snapchat explains in their ad policies that they have implemented the 2 second continuous play and 50% in view requirements to ensure the ad had a chance to capture the user’s attention before skipability. Advertisers are paying to get their video ad in front of a target audience, not necessarily for extended watches or completions.
The Snap Ads platform is similar to pre-roll and mid-roll ads on YouTube and other digital video platforms. As long as the minimum requirements are hit, the ad is considered successfully served.
What Are Some Examples of Ad View Pricing?
Snapchat does not publicly share exact rates and pricing details for their Snap Ad products. However, based on reports it appears that average CPV rates fall somewhere around:
- Snap Ads: $2-4 per view
- Commercials: $20+ per view
Rates can vary significantly based on audience targeting, ad quality, and current demand. Snapchat charges advertisers on an auction-based system, meaning bids on impressions essentially set the market price. More niche targeting or promotions during high demand periods like holidays can increase prices.
Snapchat also offers discounts for large advertising budgets or long term ad commitments. For example, a brand spending over $1 million may only pay $1-2 per view rather than $3-4.
The Pros of Snapchat’s Ad View Policy
Snapchat counting 2 second skipped ads as views has some advantages both for the advertiser and the user experience:
- Brand Awareness – Getting the video ad loaded and visible for 2 continuous seconds allows the brand logo, messaging, and imagery to register with the user, even if they aren’t interested in watching the full ad.
- Less Ad Clutter – By having skippable ads that still count as views, Snapchat can minimize excessively long or repetitive ad breaks.
- Transparency – Advertisers know what they are paying for and how views are counted ahead of time vs some other platforms.
- Premium Value – Counting short interrupted views incentivizes Snapchat to disproportionately show ads to its most active users, amplifying the value.
While advertisers would always prefer attentive completed views, Snapchat’s policy understands the balance between monetization and user experience on their platform.
Should Snapchat Change Their Policy?
Some advertisers have argued that Snapchat should update their ad policy so that skipped ads after 2 seconds do not count as billable impressions. The logic is that these cut-off views are less impactful in driving awareness or purchase intent.
However, adopting such a policy could significantly disrupt the economics and experience of Snapchat advertising. For example:
- Ad prices would likely have to decrease significantly to account for lower view counts. This may be untenable for Snapchat.
- Users may be forced to watch longer portions of ads if skips didn’t count, degrading the experience.
- Snapchat’s premium ad products like Commercials may become less differentiated as advertisers shift budget to shorter mandatory views.
- More ads may have to be shown to users to make up for lower view counts, increasing ad fatigue.
While pleasing to some advertisers, moving to only count completed ad views would undermine the dynamics that have made Snap Ads work so far. As the saying goes, “If it ain’t broke, don’t fix it.”
Best Practices for Snapchat Advertisers
Instead of demanding Snapchat change their ad policy, brands investing in Snapchat advertising should focus on creating compelling ads optimized for short mandatory views:
- Highlight brand name/logo prominently at the start of the ad.
- Frontload the core value proposition or hook clearly and quickly.
- Use attention-grabbing visuals and bold colors that pop on mobile screens.
- Avoid excessive text or complex graphics that require extensive viewing time.
- Make the first 2 seconds feel like a cohesive “mini-story” before potential skip.
Companies finding success with Snap Ads like Taco Bell, Wendy’s, Nike, and Coke follow these best practices for their creative. While fuller views are great, crafting ads to succeed within Snapchat’s 2 second billing window opens up valuable opportunities on one of the hottest digital video platforms.
Snapchat Ad View Data
Here is some example data on Snapchat ad view counts and pricing to illustrate their advertising model:
| Advertiser | Ad Targeting | Time Period | Views | Average CPM |
|---|---|---|---|---|
| Taco Bell | 18-24 in US | August 2021 | 4.2 million | $3.50 |
| Nike | Basketball Fans | NBA Playoffs | 2.1 million | $4.20 |
| Coke | Teens/Young Adults | July 2021 | 5.1 million | $2.75 |
This table displays real data on ad campaigns from major brands using Snap Ads. It illustrates the typical targeting options, impressions delivered, and CPV pricing on the platform.
Conclusion
In the end, Snapchat is well within their rights to count a skipped ad as a view as long as their minimum requirements are met. Advertisers are paying for the exposure and attention, not completed views. Trying to change the Snap Ad viewability criteria may hurt both Snapchat and brands.
Instead, advertisers should focus on making compelling short video ads optimized for the first 2 seconds when mandatory viewing occurs. This allows them to maximize the value from Snapchat’s unique ad products and audience while respecting the platform’s policies.
At the end of the day, if you don’t want your brand’s ad skipped on Snapchat, make better ads! But Snapchat will charge you either way once that view counter hits 2 seconds.