Snapchat lets advertisers buy sequential ads in Discover
Snapchat is allowing marketers to purchase sequenced messaging in its Discover channel, as the advertising industry continues its move away from "spray and pray" formats. According to a survey by Refinery29, Adaptly and Facebook, view-through rates for sequenced ads rose 87%, while opt-in rates for email subscriptions were up by 56% for marketers using sequenced ads. Snapchat's decision allows advertisers to be more imaginative with a 30-second slot, engaging customers with a more creative, relevant narrative.

A few years ago, many marketers realized that the explosion of consumer touch points rendered the marketing funnel DOA as a marketing metaphor. Instead, this complex process was likened to a journey.

While marketers have switched metaphors, they haven’t tried any new approaches to getting their messages across. Often, consumers are still confronted with ads that are irrelevant. Perhaps it’s an awareness ad that’s actually targeted at someone who’s already aware of the product, or it’s a direct-response ad aimed at a consumer who isn’t nearly ready to buy.

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