Brands seeking to drive key performance metrics such as interest and preference should use a mixed ad format strategy comprising both skippable and non-skippable activity.
That’s the key advice from a new study by IPG Mediabrands’ Magna and Snap that used experimental design testing and user surveys to explore the impact of these two types of ad formats both independently and when combined.
Format Functionality: A Global Report on Diversifying Ad Mix found that mixing the two formats doubled the impact on brand preference compared to using a single format.
For Gen Z in particular, this blended approach was more effective in helping brands appeal to them and grabbing their attention.
More generally, the report noted that 81% of participants appreciated skippable ads, with those in the UK and the US showing a stronger preference than other markets.
Pointing out that it’s crucial for marketers to understand why users skip ads in order to improve engagement, Magna and Snap found that while the top reason in France and the UK was because the ad is too long (41% in both markets), in the US and Canada users are more likely to say they skip when the ad isn’t relevant to them (51% and 48% respectively).
This means making a non-skippable ad entertaining is a priority: 64% of participants in the survey said they don’t mind watching the full ad if that’s the case.
First impression also predictably plays a key part. Results showed that first exposure of a skippable ad with a 100% completion rate more than doubles the lift on purchase consideration and brand favourability, and boosts brand preference by threefold, compared with the second ad exposure.
“As the debate on skippable versus non-skippable ads continues, we’ve proven a ‘yes and’ approach can be effective for advertisers,” said Kara Manatt, executive vice-president, Intelligence Solutions, at Magna.
“Both play a vital role in balancing user experience with advertiser impact,” added Aarti Bhaskaran, Snap’s global head of research and insights.
The study tested ads served within Snapchat’s Discovery Content tile and assessed branding, frequency and ad length, in categories including retail, fitness and streaming services.
It was undertaken in Canada, France, Saudi Arabia, the UK and the US with users aged 18-45.
