Snapchat Promises ‘Gorgeous Advertising’ With Its New Discover Channels

Launch partners Cosmo and CNN are already selling ads

Snapchat has attracted a big lineup for the launch of its media service called Discover, which will host branded properties for Yahoo, People, Cosmopolitan, the Food Network, Daily Mail, Vice, CNN and others. Such media players are setting up channels on the messaging service to post their photos and videos that will last 24 hours—or until the next Snapchat edition comes out—disappearing just like how messages between friends only last a day before going away.

Snapchat has been working on Discover for months with major media companies to plan their channels, and there will be advertising on them, according to sources. The media companies will be able to sell ads and share revenue with Snapchat, sources said.

"They're going to have publishers posting daily content to micro-sections of Snapchat that can be monetized," said a top digital ad executive with clients who have been pitched on buying ads in Discover. "[If] Maybelline wants to advertise on the Cosmo section, they negotiate with Cosmo."

In fact, Cosmo said in an email that Sperry and Victoria's Secret are ad-launch partners, while CNN said it has a deal with BMW to sponsor its channel.

Snapchat took a slight dig at Facebook with its service that could rival the social network in terms of delivering news. The Los Angeles-based company, co-founded by Evan Spiegel, said this new form of content creation puts the editors, artists and other talent in control of what's shared, not an algorithm, clearly talking about Facebook's News Feed.

"Social media companies tell us what to read based on what's most recent or most popular," Snapchat said in its blog post today. "We see it differently. We count on editors and artists, not clicks and shares, to determine what's important."

Discover is the latest feature to come out of Snapchat, which started with simple, self-destructing photos, added video, and then introduced Our Stories, which are crowd-shared messages compiled around special events or locations. Snapchat is telling brands in its pitches that its Stories generate 1 billion views a day.

At last count, 700 million Snap messages were shared daily among more than 100 million monthly active users. "Snapchat has interesting things coming down the [pike]," the ad exec said. "Stories are way more important than direct Snaps because of broader audiences."

Brands are buying into Stories as a way to sponsor events and share long-form multimedia messages that users can access over a 24-hour period. In Discover, brands would be able to buy commercial time within the daily editions from the media companies, sources said.

"All too often, artists are forced to accommodate new technologies in order to distribute their work," Snapchat said in its announcement. "This time, we built the technology to serve the art: Each edition includes full-screen photos and videos, awesome long-form layouts and gorgeous advertising."