The premium advertising format proposed by Snapchat, the social network of fugacity, may be insufficient to convince many advertisers.
Snapchat ads are averaging less than 3 seconds a view, leading some advertisers to wonder whether that’s long enough to win over consumers.
But one top advertiser said the app’s users typically view ads for 2.5 seconds to 2.8 seconds. “We still buy it, and are figuring it out,” the advertiser said, speaking on condition of anonymity to discuss metrics that Snapchat, a close partner, does not disclose.