TikTok claims non-skippable video ads can make it difficult to engage in a new report.
According to the study, consumers are more likely to watch and engage with brand-sponsored videos when they have control over their experience.
Why we care Engaging ads are essential for brand awareness, visibility and conversions. If non-skippable ads reduce engagement, it may be more effective to experiment with skippable ads to improve the viewer experience and improve campaign performance.
The statistics. The TikTok study, which was conducted in conjunction with MAGNA Media Trials, a global media intelligence and investment firm, found that:
73% of viewers agree that having the ability to skip videos makes them more engaged in the experience. 56% viewers are more likely to actively watch brand-sponsored videos when they have the option to skip them.
Ad length. TikTok added that while consumers tend to watch skippable ads for a shorter duration, the distinction between the length of skippable and non-skippable ads does not significantly affect viewership. A separate study conducted by the platform in collaboration with MediaScience revealed that 50% of the impact of a TikTok ad occurs in the first two seconds. This research also found that the first six seconds of a:
Captures 90% cumulative impact on ad recall. Captures an 80% cumulative impact on brand awareness.
Advertisement placement. According to the MAGNA study, ads have greater impact and are viewed longer when placed next to popular and relevant content, regardless of platform. For example, when placed next to trending content, the same ad becomes more relevant to viewers, improving its effectiveness and increasing purchase intent by 9%.
What TikTok says. A TikTok spokesperson said in a statement:
“On TikTok, every view is intentional because users can skip any video they choose, including ads. Forced viewing is also not necessary to create meaningful impact.” “TikTok’s skippable formats perform as well as video-on-demand forced viewing formats across key metrics like brand favorability and purchase intent.”
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deep dive read the report in full for more information.
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