Snapchat First Commercial: An Exclusive Advertising Format

5 min

Snapchat is a photo and video sharing social network, launched in 2011. It allows users to create ephemeral content, which disappears after a certain period of time.

The platform has grown rapidly in recent years and now has over 750 million monthly active users worldwide.

Snapchat offers several ad formats for advertisers, such as Snap ads , the Stories ads , the Collections ads , THE Dynamics ads and more.

You can find all the formats in our article dedicated to “ How to advertise on Snapchat in 2023?

However, a fairly recent format called First Commercial stands out from other formats for its prime location and short six-second format.

As brands or advertisers, you owe it to yourself to know the different aspects of this ad format and how it can help you achieve your goals.



What is ad format First Commercial of Snapchat ?

The advertising format First Commercial is the first Commercial Ads ad that appears when you open the tab Discover of the app Snapchat .

This is therefore the first advertisement that users will see.

The format First Commercial of Snapchat has a duration of six seconds non skippable , which means that users are forced to watch the ad before they can access the various contents of the tab Discover .

It provides a highly visible ad placement and attracts user attention, which can help maximize the reach and impact of your ad campaign.

This format is widely used to reach a large audience with guaranteed impressions in a very short period of time.
Indeed, the First Commercial works for a period of 24h .

It is an exclusive format of Snapchat , which slightly resembles what can be found on TikTok with the Top format feed or in top View .

By choosing this format, advertisers can therefore benefit from a competitive advantage over competitors by monopolizing first place in the display of ads on the section Discover .

The format First Commercial of Snapchat was launched in 2020 and since then it has been adopted by many brands to promote their products and services to the community Snapchat .

Snapchat First commercial

Sample Snapchat Commercial Ads – Source: Snapchat


A premium format for brands

The advertising format First Commercial of Snapchat is a premium format reserved for brands with a substantial advertising budget.

The objective of this format is to create an immediate impact with a large target and thus benefit from increased visibility and reach a massive audience in record time.

This advertising format also allows brands to position themselves as leaders in their field and create awareness around their brand.

The characteristics of the First Commercial format

Here are the technical characteristics of the format First Commercial :

Video Format: 9:16 (vertical video)
Dimension : 1080 px x 1920 px ( Full HD)
File type : .mp4 Or . mov ( coded in H. 264 )
Length : 6 seconds (No skippable )

The format First Commercial is available in the following countries:

Germany, Saudi Arabia, Australia, Canada, France, United Arab Emirates, United States, Norway, Netherlands, United Kingdom, Sweden.

To set up the format Fisting Commercial for your brand, you must reserve a specific date with Snapchat or go through a partner agency like Neads to simplify your procedures.



The Benefits of Snapchat’s First Commercial Format

The advertising format First Commercial offers several benefits for advertisers looking to stand out on Snapchat.

A young and engaged audience

Snapchat has over 750 million monthly active users, mostly young people between the ages of 11 and 34.

This audience is highly engaged and consumes content on average 50 minutes a day on the app.

Using the format First Commercial , advertisers thus have the possibility of reaching a young audience that is receptive to their advertising messages.


A short and impactful format

The format Snapchat’s First Commercial is a 6-second, non-skippable ad format that forces the user to watch the ad before seeing the content they want to view.

This limited duration forces advertisers to be punchy and cut to the chase to capture the user’s attention in a very short time.


Exclusivity and privileged positioning

By being the first advertisement visible in the Discover tab, the format First Commercial offers privileged positioning to advertisers for 24 hours, who can thus benefit from a certain exclusivity vis-à-vis their competitors.

This position of choice also allows advertisers to increase their notoriety and their visibility with a large audience.


A dedicated format for special occasions

The format First Commercial of snapcha you is particularly suitable for special occasions such as Christmas, sales or the launch of a new collection.

Indeed, these events are often an opportunity for brands to communicate about exclusive offers or flagship products.

Thanks to the format First Commercial, advertisers can thus increase their chances of generating sales or conversions.


A strengthened brand image

In addition to generating sales and conversions, the format Snapchat’s First Commercial also helps to strengthen the brand image of advertisers.

Indeed, the short and impactful format makes it possible to communicate quickly and effectively on the values of the brand.

Moreover, thanks to the privileged position in the Discover tab, advertisers can benefit from increased visibility and a reinforced brand image, especially in terms of brand awareness and recognition.