Snapchat's millennial audience can be quick to hit skip on ads, as one agency records that approximately 70% of users moved on after 2-3 seconds. This cannot be said of all Snapchat ads though, but advertisers need to make sure that their message is snappy and can be conveyed in 3 seconds2-3 seconds so it gets maximum effect. Jeff Lucas, Head of Sales and Marketing at Viacome Media Networks, said that, "most brands that try to be native, organic to the platform, have higher completion rates." Snapchat's skippability function is their main selling point since it allows users to opt into ads. Snapchat's other advantage is that the adverts cover 100% of the screen and are not hidden anywhere, which is why it has become such a popular ad channel.
Snapchat's millennial audience can be quick to hit skip on ads, as one agency records that approximately 70% of users moved on after 3 seconds. This cannot be said of all Snapchat ads though, but advertisers need to make sure that their message is snappy and can be conveyed in 2-3 seconds so it gets maximum effect. Jeff Lucas, Head of Sales and Marketing at Viacome Media Networks, said that, "most brands that try to be native, organic to the platform, have higher completion rates." Snapchat's skippability function is their main selling point since it allows users to opt into ads. Snapchat's other advantage is that the adverts cover 100% of the screen and are not hidden anywhere, which is why it has become such a popular ad channel.