A recent article by Warc highlights research that shows that users skip ads on Snapchat in just 3 seconds.
So who is surprised? Of course they do. The nature of Snapchat is fast and rich in message (funny or informative). So why would any agency try to sell a slow work of art into that format.
Once again, it comes down to the fact that brands and agencies need to think about the context of where the ads are seen and then write for those.
If the budget doesn’t extend to producing so many variations of the ad, then you must really question if its worth running ads in that space.
A beautiful ad in the wrong place is a bad advertisement.