Twitter in partnership with Interpublic’s MAGNA, the IPG Media Lab, have released the results of a study that they had carried out whose aim was to determine how the location of video ads on theeplatform impacted their effectiveness. The study analysed the differences in effectiveness between Twitter’s Promoted Video ad placements: First View (Promoted Video at the top of the timeline) and “standard view” (Promoted Video throughout the timeline), among other things.
About 3,732 respondents participated in the study and each was given a questionnaire with demographic and media consumption questions and later randomised into Twitter test cells for which the respondents logged into their own Twitter accounts and went through their feed in real time with the test ad in place. For Web site takeover test cells, users were directed to a site to select which content they wanted to watch with the test ad positioned as the takeover.
Results from the study were collected passively and covered interactions and time spent engaging with the ads.The respondents were then asked to complete a survey that measured traditional branding metrics and qualitative feedback.
Some of the key findings from the study included: In-feed video ads located strategically at the top of the feed are twice as likely to be retained compared to similarly placed takeover ads on a website. The study also found that regardless of location within the targeted social feed, more than of 67% of respondents found that ads served to them “were not only relevant to their interests, but unobtrusive and ultimately, informative.”
Other important findings from the study included:
- In a social environment, takeovers (ads at top of the feed) work harder than ads lower down.
- With their premium location, takeovers excel at building brand awareness, likely because they are on screen an average of 50% more than ads lower in the feed.
Takeovers outperform in social environments.
- Social takeovers are 2 times more memorable than similarly placed ads in a website takeover, likely because ads in a social environment feel more relevant and less intrusive to the user.
- GIFs and :06-second ads at the top of a feed are an effective way to communicate, since they reinforce how users interact in a social environment, while longer ad formats at the top of a feed can further drive awareness, with their stronger emphasis on the brand.