Snapchat pitches its ad formats to European marketers
Snapchat’s chief strategy officer, Imran Khan, has pitched the app’s advertising formats to European marketers at Dmexco, citing the 50 million European Snapchat users that form one-third of the app’s customer base. Khan detailed the 10-second ad segments available on the app, which can link to longer videos, websites, and app installations and highlighted the long-form video ads available in five, 10 and 15-minute formats exclusive to the platform. Snapchat is being cautious with the rollout of its ad services in the region, with some concerned about the US-based ad pricing system.

COLOGNE, Germany—By now, most American marketers have learned plenty about Snapchat ramping up its ad business in the U.S. Imran Khan, the company’s chief strategy officer, today gave European marketers a crash course in its ad formats including short video ads, lenses and geofilters.

During a keynote presentation at Dmexco, Khan pointed to the following fact in his appeal: Roughly one-third—or 50 million—of the company’s 150 million daily active users hail from Europe. Khan explained his company’s 10-second ads that fit between photos and videos before delving into Snapchat’s more recent Snap Ads products that let marketers link 10-second ads to long-form video, websites and app installs.

“When