Snapchat Ad Study: Skippable vs. Non-Skippable Ads
Snapchat recently released a study conducted by Magna Media Trials, analyzing the effectiveness of skippable and non-skippable ads. The study, based on responses from 4,800 Snapchat users, offers valuable insights for marketers.
Key Findings: Ad Recall and the First Two Seconds
Both skippable (Extended Play Commercials) and non-skippable (Standard Commercials) ads can quickly drive ad recall. The first two seconds are crucial for capturing attention and establishing brand presence.
The first 2 seconds of an ad are key, therefore the best practice that branding should be upfront from second zero to drive strong cut through still holds.
While non-skippable ads showed slightly higher overall recall, both formats demonstrated similar attention curves. This suggests that while forced exposure can boost recall, it doesn't necessarily translate to positive brand sentiment.
Brand Preference and a Mixed Approach
Combining skippable and non-skippable ad formats proved more effective for brand preference and interest than using a single format.
Metrics such as brand preference and brand interest were more positively impacted when combining skippable and non-skippable formats, compared to a single ad format.
User Preference: The Option to Skip
Despite the higher recall of non-skippable ads, Snapchat users express a clear preference for having the option to skip.
Optimal Ad Strategy and Relevance
Snapchat suggests a balanced approach, leveraging both ad formats. Ultimately, ad effectiveness hinges on relevance, value, and minimizing annoyance for the viewer.
For a deeper dive, read the full Snapchat/Magna "Format Functionality" report here.
