This article is the third part of a series on Twitter x MAGNA ‘Mixing It Up: Diversifying Ad Formats to Achieve More’ research. Read part one and part two here.
Twitter worked with MAGNA Global (@MAGNAGLOBAL) and IPG Media Lab (@IPGLAB) to investigate how video ad formats can be used as a tool to achieve more — particularly if video ad format synergy is real and what impact that can have on brand KPIs.
This research helps demonstrate that the use of multiple ad formats helps brands better tell their stories and boost awareness, brand favorability, research intent, and purchase intent. The research tested the impact of different video ad formats, ad mixes, and video ad format order on brand metrics and tracked on-screen eye movements. The study focused primarily on Twitter video products, specifically First View, Amplify Pre-roll, and Promoted Video across six industry verticals and 136 different ad scenarios.
Here, we’re focusing on the third and final goal of the study: to determine the strengths of each video ad format individually, as a way to optimize storytelling. What unique strengths (and weaknesses) does each video ad format offer? How do they fill each other’s gaps and work together to achieve greater results?
In the previous article, we demonstrated the power of First View as the first exposure and how it lifts metrics across the purchase funnel. Now, we’re focusing on the benefits of Amplify and Promoted Video. When compared to the control*, they both create memorable experiences (Amplify +33% aided ad recall, Promoted Video +59% aided ad recall), but each have their own strengths. Amplify spreads awareness to a broad group of consumers, driving +8% new product awareness and +8% research intent. Promoted Video helps to increase positive brand opinions like +18% cultural association and +9% the perception that the 'brand is good quality'.