Snapchat, the popular chatting platform has come out with new advertisement bonus for the brands. Hereafter the brands are given the option of buying unskippable ads that go beyond their existing six second duration to showcase the ads. The messaging app has unveiled a new format that apes YouTube's TrueView proposition. Dubbed 'extended play commercials,' the media buy expands on the 100% in-view, unskippable six-second ad format Snap.

These longer video ads maintain an initial six-second non-skip portion, then after the first unskippable six seconds an ad can continue running (up to three minutes in total) while users will be able to skip at any time. Where YouTube's unskippable formats typically run pre-roll, Snap's run mid-roll in its premium Discover section.

With the introduction of extended unskippable ads the company aims to give more flexibility to its clients for playing video ads.  Though users may see longer ads, it's understood the business wants to make it easier for brands to repurpose spots they've already cut (like 15-second clippings) and drop them in the app.

David Roter, vice-president of global agency partnerships at Snap said it was committed to building "high-impact, long-form video ad formats," saying extended play commercials were "a great option" for online video and TV buyers. "Heading into the holidays, this format is a powerful new way to reach our Gen Z and millennial audience in Snapchat's premium, brand safe Discover content," he added.

Snapchat’s extended play is available in closed beta for white listed advertisers. Brands can request access via their sales representatives or by reaching out to support via Ads Manager.

 Snapchat's changes to its ad formats aim to give marketers more flexibility with their video inserts, while also maintaining the user experience for its 203 million daily users.