Snapchat tests ad format running longer video

Snapchat is letting brands experiment with video ads longer than 10 seconds. On Wednesday, Fox, Universal Pictures and Paramount Pictures all ran videos that asked users to "swipe up" if they wanted to view longer videos. These promos featured in The Daily Mail, National Geographic and Cosmopolitan's channels within Snapchat's Discover. The ad format is still in its testing phase, being tested by big entertainment brands and advertisers and is expected to help Snapchat compete against Facebook, Twitter and YouTube.   

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.