全球多样化广告组合报告（英)

FUNCTIONALITYFORMATA Global Report on Diversifying the Ad Format MixThe Video EvolutionWorking principles for best-in-class video are evolvingVideo ad length is not a proxy for effectivenessBoth :06 and :15 second ads can drive persuasion metrics. Planning should be based on more than ad length aloneFit in to stand outAdvertisers should consider matching the length of the ad with the platform and length of the video content being consumedWhat We Know2Should brands leverage a diverse mix of ad formats?Our QuestionsWhat role does ad functionality play in ad performance?3Controlled testing of skippable and non-skippable video ads on Snapchat using experimental design Survey to measure impact on branding KPIs.How + Where We Tested 4MethodologyVerticalsTotal A 18-45(N=4,877)Sample SizeTesting in 5 Countries Use Snapchat once a week+ Alcohol (A21+)InsuranceClothingTelecommunicationsFitnessRetailBankingHospitalityStreaming servicesCAKSAUKUSFR4What We Tested4Non-skippableAdsForced for thefirst 6 seconds, then skippable Skippable Ads100% skippable Skippable Ads +Non-skippable AdsMixed formats: Order was randomizedAd Length6-30 secondsFrequency2 Exposures Served in 1st and 4th position of ad podServed within Discovery Content tiles on SnapchatBrandingIncl. from start5Note: The same creative was used across each formatTOMIXORNOTTOMIX“0 to 40” in 2 seconds 7Regardless of ad functionality, each ad format drives ad recall quicklyImpact of Format | Unaided Ad Recall by Completion  Skippable Ads Non-skippable Ads0%20%40%60%Control: 0≤ 22-33-44-55-6# OF SECONDS COMPLETED*Q: Thinking back to your session today, did you happen to notice any brands? If so, please list the brands on a separate line below.*Number of seconds completed for 2nd ad exposureSnapchat Global: Control Ads, N=1,425; Skippable Ads, N=1,608; Non-skippable Ads, N=1,708% RecalledReaching viewers with both ad formats creates a “double take” effect8Skippable+4PTS▲Impact of Format | ‘Is a brand that grabs my attention’Delta (Exposed – Control)Total Frequency: 2Among those in market for the productNon-skippable+3PTSSkippable + Non-skippable+8PTS▲Q: How much do you agree or disagree with the following statements about [brand]?▲: Significant difference between exposed and control group at >=90% confidence*Mixed formats: Order of formats was randomizedSnapchat Global: Control Ads, N=812; Non-skippable Ads, N=847; Skippable Ads, N=772; Skippable + Non-skippable Ads, N=390Single Ad FormatsMixed Ad FormatsUsing a mixed format strategy drives brand interest and preference+6PTS▲+5PTS▲+3PTS▲Brand preferenceBrand interest+2PTSBrand preferenceImpact of FormatDelta (Exposed – Control)Total Frequency: 2 Q: How much do you agree or disagree with the following statements about [brand]?▲: Significant difference between exposed and control group at >=90% confidence*Mixed formats: Order of formats was randomizedSnapchat Global: Control Ads, N=1,425; Single Format Ads, N=2,776; Mixed Format Ads, N=6759Brand int