TruTV buys Snapchat's first live streaming ad space
Snapchat is set to broadcast its first-ever, 360-degree live-streaming video ad. The 45-minute video, from Turner’s truTV, offers a look at the red-carpet event for the unscripted comedy Upscale with Prentice Penny. True to Snapchat's ephemeral ethos, once the broadcast has ended, it will not be available to watch again. The livestream begins at 7:30 p.m. Pacific Standard Time on 21 March. 
Snapchat will serve its first-ever live-streaming, 360-degree video ad on Tuesday night: The ad unit, from Turner’s truTV, will provide a live look-in at the red-carpet event for unscripted comedy “Upscale with Prentice Penny.”

The live stream will start at 7:30 p.m. PT, broadcast from The London in West Hollywood, and will will last approximately 45 minutes — and once it’s over, it won’t be available for rewatching, sticking true to Snapchat’s disappearing-message ethos.

Snapchat users in the U.S. will be served the truTV ad unit featuring video of series creator and star Prentice Penny (“Brooklyn Nine-Nine,” “Insecure”), inviting them to swipe up to get the live-stream of the red carpet. TruTV also will run Snap Ads throughout the evening giving users the ability to swipe up to watch a trailer for the series, which premieres Tuesday, March 21, at 10 p.m. ET/PT.

TruTV’s live-streaming Snapchat ad is designed to get more bang for the buck out of the cabler’s red-carpet party by extending the event to fans on social. “We’re especially proud to offer Snapchatters an inside look at this one – mobile oyster shuckers and all,” said Puja Vohra, EVP of marketing and digital.

In each half-hour episode of “Upscale,” Penny embarks on a journey to demystify what it takes to live an upscale life, exploring a variety of topics ranging from food and wine to travel and fashion. The show will feature guest appearances by Adam Pally (“The Mindy Project”) and Stephanie Beatriz (“Brooklyn Nine-Nine”), and together they’ll “upscale” a range of topics including travel, the workday, date night, apologies, dressing up, cooking, your sex life, gift giving, summer, home entertainment, health and fitness, and taking a day off.

“Upscale with Prentice Penny” comes from Defy Media and is executive produced by Penny, Chris Pollack and Jared Hoffman alongside James Moore.