The research1 showed that on Snapchat, shorter ads persuaded more consumers to consider purchasing the products featured in the commercials compared to 15-second ads. We wanted to highlight key learnings from this research as well as offer additional best practices for how advertisers can plan their video buys on Snap.
To evaluate video performance across devices, platforms and ad lengths, MAGNA leveraged a digital-laboratory-based experimental design. They recruited over 7,770 participants from a representative panel on both PC and mobile devices. Panelists’ media habits were evaluated to assign them to a platform: either Snapchat, a video aggregator, or a full-episode player (FEP). Participants were asked to select content to watch during a controlled experience that looked like the real thing while ads were served during the standard intervals in which they would typically appear native to that platform. However, MAGNA was able to control which ads were served to ensure proper randomization and allow for the same brands and creatives to be tested across platforms. All behaviors were tracked and, after the media experience, participants were asked to complete an online survey measuring branding metrics including ad awareness, brand perception, and purchase intent. A diverse group of brands from varying industries with different target audiences were included in this experiment: MINI, Clinique, LEGO, and a major CPG brand.