Procter and Gamble, Warner and Verizon are the first US brands to use the new ad format, which displays a 10-second ad between collections of users’ public Snapchat images, or Stories.
Snapchat is keen to emphasise that it is not just dumping ads on users, after disavowing advertising in its early days. While it is slowly up to advertising, only these select few brands will be able to advertise in user Stories. In total, ten brands are testing the new format, though Snapchat hasn’t named all of them.
