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In a recent report, TikTok asserts that non-skippable video ads might impede viewer engagement. The study, conducted in collaboration with MAGNA Media Trials, indicates that consumers prefer having control over their video-watching experience, potentially impacting brand-sponsored content positively.
Why It Matters:
Engaging ads are pivotal for brand visibility and conversions. If non-skippable ads are hindering engagement, brands may find value in experimenting with skippable ads to enhance the viewer experience and improve overall campaign performance.
Key Findings from the TikTok Study:
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Viewer Control Matters:
- 73% of viewers feel more engaged when they have the ability to skip videos.
- 56% of viewers are more likely to actively watch brand-sponsored videos when they can opt to skip.
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Ad Duration Insights:
- While skippable ads are watched for shorter durations, the distinction in viewership duration between skippable and non-skippable ads doesn’t significantly impact engagement.
- The first six seconds of a TikTok ad significantly influence Ad Recall (90% cumulative impact) and brand awareness (80% cumulative impact).
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Ad Placement Significance:
- Ads alongside popular, relevant content enjoy increased impact and longer viewership.
- Placing ads next to trending content enhances relevance, boosting effectiveness and increasing purchase intent by 9%.
TikTok’s Perspective:
A TikTok spokesperson emphasized the intentional nature of every view on the platform, highlighting that users have the freedom to skip any video, including ads. The spokesperson added that TikTok’s skippable formats perform comparably with forced-view formats in terms of key metrics like brand favorability and purchase intent. The platform values intentional engagement and contends that meaningful impact doesn’t necessitate forced views.
As brands continue to navigate the evolving landscape of video advertising, TikTok’s insights encourage a strategic approach that prioritizes viewer control, concise ad duration, and strategic placement for optimal engagement and effectiveness.
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