Snapchat pitches ‘sequenced messages’ to advertisers on Discover
Snapchat is urging marketers to bundle their ads in "sequenced messages" on its Discover section to tell a single story that engages users, according to a spokesperson. The premium price service, which is not available through Snapchat's Ads API, cuts a single 30-second ad into three 10-second spots that are shown consecutively and make up a sequential story. m/Six president Ilana Nolte, who has used sequenced messages, said it not only allowed her to retarget users, but also "creates a better engagement".

Snapchat is encouraging its advertisers to bundle their video ads.

Sources told Lauren Johnson of SocialTimes parent Adweek that the messaging application is pitching the new ad packages as “sequenced messaging,” allowing advertisers to run consecutive video ads with different creative within its Discover section, in order to tell one story.

A Snapchat spokesperson confirmed to Johnson that sequenced messaging packages are available to all advertisers, and a source told her they are only available directly through Snapchat, and not via its Ads API, adding that the packages’ premium prices require “early commitments for a full-service execution.”

One source described sequenced messaging to Johnson as follows: