This article is the fourth and final part of a series on Twitter x MAGNA ‘Mixing It Up: Diversifying Ad Formats to Achieve More’ research. Read part one, part two, and part three 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 Timeline Takeover, Amplify Pre-roll, and Video Ads across six industry verticals and 136 different ad scenarios.
Here, we’re focusing on how Launch and Connect campaigns perform and drive results along the purchase funnel. Twitter is one of the best platforms to launch something new and connect to what’s happening. Launch is defined as building awareness and interest for something new, and connect is defined as building relevance by being part of the conversation*. Our audience is receptive, influential, and engaged — and responds strongly to these key messaging pillars. Let’s take a closer look.
Both Launch and Connect campaigns are proven to create memorable experiences on Twitter. Connect campaigns yield +57% aided ad recall, while launch campaigns performed similarly at +52% aided ad recall. When combined, they help drive consumers down the funnel by fostering higher brand favorability and driving research intent.