Video ads located near the top of users’ news feeds on Twitter are better at achieving brand objectives and make a bigger overall impact, according to a new study from social giant IPG Media Lab and MAGNA.
Content placement and the art of engaging consumers in the right place at the right time is an ongoing challenge for brands, but the latest survey, which looked at the responses of more than 3,700 individuals, shows that promoted videos at the top of timelines are the most effective for driving engagement on Twitter.
“We were able to determine that ad location does indeed matter when it comes to reaching specific brand objectives,” Twitter’s Head of Agency Research, Meghann Elrhoul, said. “We were pleased to see that in-feed video ads near the top of the feed are much more powerful than website takeovers when it comes to memorability, demonstrating the power of Twitter’s first view.”
While first view ads lead the way, the study noted that consumers are receptive to branded content wherever it is located on the social feed, as two-thirds of respondents said that targeted visual clips are relevant to their interests and informative while being unobtrusive.
Content at the top of the feed appears to offer a better payoff, however, as “takeover” ads with a premium location have a screen time average of around 50 per cent more than those placed elsewhere in the feed. These ads also work better in social environments compared to websites, as users generally find them to be less intrusive and more relevant.
“The results of this media trail will enable brand marketers to maximise their ROI across social platforms,” MAGNA’s Senior Vice President of Intelligence Solutions Strategy, Kara Manatt, added. “Individual experiences and interests are highly varied, and yet, there are clear practices to consistently deliver premium advertisements to the right audience.”
In terms of written content that accompanies first view ads, text is more likely to be viewed by consumers, as they spend more time with videos placed more prominently in their news feeds, though the study also found that text with ads placed elsewhere can be effective if it highlights product features and reinforces timely information.