Mobile Ads Self-Destruct After 10 Seconds

Mobile Ads Self-Destruct After 10 Seconds

Snapchat and Facebook Poke let people send photos and videos that expire after viewing, and now advertisers are starting to experiment with the platforms.

Emma Hutchings
  • 7 january 2013

In the age of shareability, what about an ad that only lasts 10 seconds, can’t be watched again, can’t be shared, and self-destructs after the first watch? Snapchat and Facebook Poke are mobile apps that offer a new way to share photos, videos, and messages with family and friends.

These messages expire after a certain length of time, up to ten seconds, disappearing from the app entirely when the time runs out.

These Ads Self-Destruct After 10 Seconds

As these apps are growing in popularity, advertisers are starting to experiment with the platforms. A video campaign on Facebook Poke for Delta Lingerie featured a 10-second risqué film of a model putting on stockings, advertised a sale on the company’s website and then vanished after it was viewed. You can check out the campaign in the video below:

Frozen yogurt chain 16 Handles used Snapchat for a recent promotion and community manager Adam Britten told Creativity Online:

It’s just kind of where our users are going at the moment. A lot of our social-media fans are teenagers and we noticed on Facebook and Twitter that they were using it. We figured, ‘Why not?’ and we gave this a chance.




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