TO MIX OR NOT TO MIX? MAGNA AND SNAP TEAM UP TO ANSWER THE QUESTION FOR BRANDS ON SKIPPABLE VS. NON-SKIPPABLE ADS [REPORT]

Across nine industry verticals and five countries, new research points to a mixed ad format strategy of skippable and non-skippable ads as the way to go for brands looking to drive key performance metrics like interest and preference. MAGNA, the media intelligence unit of IPG Mediabrands, collaborated with Snap on experimental design testing and user surveys to understand the impact of using skippable and non-skippable independently versus combined.  

The findings published in the latest MAGNA Media Trials report – “Format Functionality: A Global Report on Diversifying Ad Mix” – revealed that mixing formats yielded 2x the impact on brand preference compared to a single format (+6 pts. Δ versus +3 pts. Δ). And when it comes to Gen Z, the mixed format approach was highly effective at helping brands appeal to them (+9 pts. Δ) and grabbing their attention (+5 pts. Δ), compared to non-skippable ads alone (+6 pts. and no impact, respectively).   

“We enjoy engaging in robust research like this that allows us to explore user trends and brand impact across multiple markets and industries,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “Ultimately, our goal through Media Trials is to enhance the playbook for any marketer working with the ad formats and strategies that we test. As the debate on skippable versus non-skippable ads continues, we’ve proven a “yes and” approach can be effective for advertisers.” 

What we learned: 

• • 81% of participants globally appreciated the control offered by skippable ads, with users in the UK and KSA (86% in both) liking this option the most of all markets. 

• • Marketers can influence engagement by knowing what makes users skip ads. In France and UK (both 41%), people skip when an ad is too long, while users in Canada (48%) and the U.S. (51%) fast forward when ads aren’t relevant to them.  

• • Brands that create entertaining ad content can win with non-skippable ads, as 64% of participants across the markets don’t mind watching a full ad in this case. 

• • Keep ad position top-of-mind. The 1st exposure for a skippable ad with 100% completion more than doubles the lift on purchase consideration and brand favorability and boosts brand preference by 3x, compared to the 2nd ad exposure. 

 

“Our work with MAGNA reinforced the importance of diversifying the ad mix for advertisers on Snapchat, and it’s now a key fixture of our best practices,” commented Aarti Bhaskaran, Global Head of Research & Insights. “Both skippable ads – which can be skipped immediately – and non-skippable ads – which can be skipped after six seconds – play a vital role in balancing user experience with advertiser impact. And with our takeover products, advertisers can deliver that powerful first exposure in a non-skippable format, supercharging performance.” 

Putting it into action 

Marketers have a range of strategic choices when it comes to skippable and non-skippable ads. However, a balanced mix of both keeps things fresh and fuels brand interest and preference. When in doubt, delegate the decision. Platform users reward brands by not skipping ads when they are given the option. Remember to serve entertaining content, whether it be from creators, UGC, passion driven, or fun educational content, and don’t be afraid to put the brand upfront with clear messages to aid recall. And finally, an overall positive user experience is key to driving customer acquisition.  

To view report, CLICK HERE.