This article is the second part of a series on Twitter x MAGNA ‘Mixing It Up: Diversifying Ad Formats to Achieve More’ research. Read part one 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 the second goal of the study: to identify if the order of format exposures plays a role in the impact of a campaign and, if so, what that ideal order of Twitter video ad formats is.
Which video ad format has the strongest impact when seen first? The results of the study show that the most important thing to remember when it comes to order is that Timeline Takeover should be seen first, and from there, Amplify and Video Ads will help magnify and reinforce the message as additional exposures.
Given the premium attention-grabbing nature of Timeline Takeover, leveraging it as the first exposure leads to 25% higher fixation on the ad. While Timeline Takeover will equally deliver on its primary objective of driving awareness whether seen first or second, it’s 27% more cost-efficient at driving purchase intent than when other formats are used first1.
When compared to the control2, placing Timeline Takeover first drives strong overall lifts throughout the funnel, including +67% aided ad recall, +8% brand favorability, +9% research intent, +9% website intent, and +8% purchase intent.