Snapchat has announced the line-up of advertising partners for the debut of its new advertising product, Commercials, which are Snapchat’s six-second unskippable ads that run across Snapchat Shows in UAE and KSA.
Nestlé, (Zenith), BMW (Zenith), Mini Cooper (Zenith), Samsung (Starcom), Louvre (Spark Foundry) and Almarai (Spark Foundry), are the first advertisers to take advantage of the new ad format which will be available exclusively in Snapchat Shows in UAE and KSA. Having premium ad partners sign on to the Snapchat content format increases confidence in the ability of publishers to monetise short form original content created for digital platforms like Snapchat.
In November 2018, Snap introduced Shows in MENA bringing their original format to Snapchatters in the region. Shows are TV-like content, produced exclusively for mobile by leading TV networks, entertainment studios and publishers. Snap has partnered with some of the Middle East’s most loved media brands including MBC Group, Dubai Media Inc, Rotana Group, Abu Dhabi Media, Kooora, ITP Media Group and OLN tv.
Shows are typically 3-5 minutes in length, full screen and immersive. They are hyper-visual, featuring motion graphics, split screens, quick cuts and more, inspired by the expressive communication Snapchatters use to talk to their closest friends.
Brayden Ainzuain, Head of Digital and Innovation, Publicis Media Middle East commented, "The launch of Commercials on Snapchat answers the growing desire amongst brands to reach a mobile audience with compelling branded video content. Being the launch partner of this new format with our forward-thinking clients gave us a first view of its impact. We saw incredible results for BMW, MINI , Louvre, Al Marai, Nestlé, and Samsung locally achieving really efficient CPM’s, CPCV’s and view-through rates. Given the early successes we’ve seen, this is a product we will continue to lean in to through the rest of the year."
“Given the BMW core focus on digitalization and marketing innovation, partnering with Snap on the Commercials platform is the perfect alliance. As a luxury brand with strong local presence, BMW is always looking to align itself with premium regional content, and with innovative solutions such as Commercials, coupled with Snap’s undeniable reach in the local market, we are confident we’ll see strong brand uplift and recall,” said Fahad Mughal, Digital Manager, BMW Middle East
“Commercials helps us connect with our digital-savvy customer through authentic stories that speak to their interest and values, at moments when they are most engaged, making it a valuable addition to our digital media strategy,” added Mariam Al Rousan, Marketing Manager, MINI Middle East
Emma Cantwell, Acting Director of Marketing and Communications, Louvre Abu Dhabi said, “Snapchat is one of our go-to mediums to generate engagement. The new Commercials product, however, diversifies our approach - it’s premium content gives us an opportunity to tackle one our business goals and drive awareness and consideration of the museum offering to a local audience.”