This article is the first of a series on Twitter x MAGNA ‘Mixing It Up: Diversifying Ad Formats to Achieve More’ research.
With fixed or small budgets, it can be difficult to know how (and what) to split advertising costs up against. For example, would it be better to run one big campaign or multiple, smaller campaigns?
To help answer this question, 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 Timeline Takeover, Amplify Pre-roll, and Video Ads across six industry verticals and 136 different ad scenarios.
Here, we’re focusing on the first goal of the study: to quantify the impact of video ad format synergies. What benefit does combining various video ad formats have? How many should you combine?
Research showed that awareness builds as people are exposed to the same ad in additional video ad formats. When looking at a consistent frequency of exposures*, a combination of three video ad format exposures generates significantly more awareness than exposure to one or two video ad formats.