全球多样化广告格式组合报告

FUNCTIONALITY AGlobal ReportonDiversifying the Ad Format Mix What We Know Video ad length is not a proxyfor effectiveness Both :06and:15second ads can drive persuasionmetrics. Planning should be based on more thanad length alone TheVideo Evolution Fit in to stand out Advertisers should considermatching the lengthof the adwith the platformandlength of thevideo contentbeing consumed Working principles forbest-in-class video are evolving Our Questions What role does ad functionalityplay in ad performance? Should brands leverage adiverse mix of ad formats? How + Where We Tested Methodology Testing in 5 Countries Controlledtestingof skippable and non-skippablevideo ads on Snapchat using experimental designSurvey to measure impact on branding KPIs. Sample Size Total A 18-45(N=4,877) WhatWe Tested Skippable Ads +Non-skippableAds Skippable Ads Non-skippableAds 100% skippable Served withinDiscovery Contenttiles on Snapchat Forced for thefirst 6 seconds, thenskippable Mixed formats: Orderwas randomized Served in1stand 4thpositionof ad pod Frequency Ad Length 6-30 seconds “0 to 40” in 2 seconds Regardless of ad functionality, each adformat drives ad recall quickly Reachingviewers withbothad formatscreates a“double take”effect Impact of Format| ‘Is abrand that grabs myattention’Delta(Exposed–Control)TotalFrequency:2 Among those in market forthe product Using a mixed format strategy drives brand interest and preference Impact of Format Delta(Exposed–Control)TotalFrequency:2 Mixed Ad FormatsA combination of skippable and non-skippable Single Ad FormatsJust skippable or just non-skippable Viewers appreciate the added control ofskippable ads Creatives withupfront brandingcanhelp brandscommunicateeffectivelywithout forcing ImpactofFormat | Message RecallDelta(Exposed–Control) Non-skippableAds, +6%▲ For Gen Z, theaddition ofskippable ads isespeciallyeffective Impact of FormatDelta(Exposed–Control)TotalFrequency:2 Non-skippableNon-skippable +Skippable Yes, completion is ideal While awareness happens quickly, harder to move metrics areimpacted at higher levels of completion Impact of Skippable Ads by Completion Completion is especially important for the first ad Consider premier formats such as “First Story” ImpactofCompleted Skippable Ads What is First Story? Thefirst adthat Snapchat userssee between friend’s stories Some will skip, but marketers can control many of the drivers Top ReasonsPeople Skip In Each Market-% Selected Forcing the firstfew seconds ofthe ad drives newacquisition Skippable Non-skippable Forced for thefirst 6 seconds, then skippable Skippable at any pointduring the ad Impact of Format| Purchase IntentDelta(Test–Control) Potential New CustomersAmong those in-market for the product andhave not purchased the brand Non-skippable is especially important when advertising a newproduct, brand, or message Impact byPre-existing Brand Awareness Entertainment valueis mandatory whenads are forced for agood non-skippableuser experience GLOBALLY: 64%saytheydon’t mind beingforced to watch an entire adif itsentertaining Entertainment on Snapchat can be achieved in several ways Top rulesfor creating scroll stopping content on Snapchat Snap Stars Lens-Powered Passion Points LeverageEdutainment, contentthat engages andeducates, toelevatereactions andpersuasion Partner with SnapStars, or expertcreators on Snapchat,tocapture attention Content that’s nativeto the platform(UGC) evokes strongreactions,specificallyhappiness Lean into Lens-Powered creativesthat are engaging andhumorous to aidbrand recognition Engage consumerswithpassion drivencontentto drive astronger likelihoodto purchase Action Items 2 Let users take the reins withskippable ads Drive acquisition with non-skippable ads Shake up the scroll with a mixedformat strategy Forcing the first few seconds ofan ad can boost acquisition, butentertainment value is critical fora positive user experience Brands can convey their messagesuccessfully without forcingexposure. Across markets, brandscan take a variety of steps to helpcurb ad skipping A balanced mix of skippable andnon-skippable ads keeps things freshand fuels both brand interest andpreference