Brands are going long on Snapchat – at least with video.
After beginning to test the first "swipe to view" video ad with Activision's Call of Duty in November, a series of brands are now experimenting with ads that promote clips longer than 10 seconds.
On Wednesday, three entertainment brands—Fox, Universal Pictures and Paramount Pictures—ran video ads that encouraged users to "swipe up" to watch longer videos. The promos ran in The Daily Mail, National Geographic and Cosmopolitan's channels within Discover, the section of the app that publishers use to crank out daily content. Snapchat and publishers share the revenue from Discover ads.