Friday February 19, 2021 By David Quintanilla
Snapchat Publishes New Data on the Rising Effectiveness of 6-Second Ads

With consideration spans declining, and media consumption habits evolving, might 6-second video advertisements now be simpler than longer variants?

That is what Snapchat’s contending, based mostly on its latest research report. To glean extra perception into how folks’s response behaviors are shifting, Snap commissioned MAGNA International to conduct a research of over 7,700 customers, on each desktop and cellular gadgets, as a way to get an thought of their reactions to various video advert varieties.

The information highlights some attention-grabbing factors of observe – first off, Snapchat says that, regardless of size, full-screen vertical advertisements on Snapchat drove greater than 2x the elevate in consciousness than different platforms examined. 

Snapchat video ad response

That factors to the immersion and engagement of Snapchat’s platform, which drives elevated engagement with the content material displayed, even promotions. After all, that is nonetheless relative to advert high quality to a point, however as a result of advertisements are solely 6-seconds lengthy, that lessens the intrusion, and additional aligns with consumer conduct.

Snapchat additionally notes that its 6-second advertisements had been extra persuasive than 15-second slots throughout all age teams throughout the check pool.

Snapchat video ad response

Nonetheless, the outcomes right here weren’t common throughout all marketing campaign varieties. Snapchat says that for model launches, 15-second advertisements labored higher. 

Snapchat video ad response

As per Snap:

“We discovered that of the advertisements examined, the advertisements that marketed a brand new product noticed longer lengths offered higher efficacy on Snapchat. Subsequently, new product launches needs to be a time to contemplate Prolonged Play Commercials in your media combine.”

So whenever you’re seeking to talk extra element, like in your preliminary launch part, you will seemingly need to contemplate longer explainers in your strategy.

And that is additionally attention-grabbing – Snapchat moreover discovered that each customized advertisements created for Snapchat, and advertisements which had been crafted from longer campaigns, carried out equally on the platform.

Snapchat video ad response

So you’ll be able to lower down your longer video campaigns and re-shape them for Snap’s viewers with out seeing a big downturn in efficiency. Once more, the specifics of your inventive do matter, however it’s price noting that Snapchat added a Vertical Video Conversion instrument in Snap Publisher final April, which can allow advertisers with horizontally-aligned belongings to simply convert them into vertical format. 

May very well be price holding in thoughts in your efforts.

The outcomes right here reiterate related information to what Snapchat printed back in December, which additionally confirmed that shorter video advertisements at the moment are on par with longer video promotions, by way of effectiveness. 

Snapchat video ad response

That is sensible – as customers grow to be extra accustomed to short-form content material general, by the recognition of Snaps, Tales, and now TikTok clips, that implies that video messaging can also be now more and more efficient in condensed kind.

However price particular observe on this research is the influence on all age teams, not simply youthful audiences. That may very well be price noting in your video advertising and marketing strategy.

You may learn Snapchat’s full video advert effectiveness report here.

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