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1、FUNCTIONALITYFORMATA Global Report on Diversifying the Ad Format MixKSAThe Video EvolutionWorking principles for best-in-class video are evolvingVideo ad length is not a proxy for effectivenessBoth:06 and:15 second ads can drive persuasion metrics.Planning should be based on more than ad length alon

2、eFit in to stand outAdvertisers should consider matching the length of the ad with the platform and length of the video content being consumedWhat We Know2Should brands leverage a diverse mix of ad formats?Our QuestionsWhat role does ad functionality play in ad performance?3Controlled testing of ski

3、ppable and non-skippable video ads on Snapchat using experimental design Survey to measure impact on branding KPIs.How+Where We Tested 4MethodologyVerticalsTotal A 18-45(N=4,877)KSA(N=1,082)Sample SizeTesting in 5 Countries Use Snapchat once a week+Alcohol(A21+)InsuranceClothingTelecommunicationsFit

4、nessRetailBankingHospitalityStreaming servicesCAKSAUKUSFR4KSAWhat We Tested4Non-skippableAdsForced for thefirst 6 seconds,then skippable Skippable Ads100%skippable Skippable Ads+Non-skippable AdsMixed formats:Order was randomizedAd Length6-30 secondsFrequency2 Exposures Served in 1st and 4th positio

5、n of ad podServed within Discovery Content tiles on SnapchatBrandingIncl.from start5Note:The same creative was used across each formatTOMIXORNOTTOMIX“0 to 40”in 2 seconds 7Regardless of ad functionality,each ad format drives ad recall quicklyImpact of Format|Unaided Ad Recall by Completion Skippable

6、 Ads Non-skippable Ads0%20%40%60%Control:0 22-33-44-55-6#OF SECONDS COMPLETED*Q:Thinking back to your session today,did you happen to notice any brands?If so,please list the brands on a separate line below.*Number of seconds completed for 2nd ad exposureSnapchat Global:Control Ads,N=1,425;Skippable