Snapchat's new report analyzes skippable versus non-skippable ads, showing that while both formats can effectively drive ad recall, non-skippable ads yield slightly better overall results. The study of 4,800 users reveals that the first two seconds are crucial for branding effectiveness. Furthermore, a combination of ad types enhances metrics like brand preference. Although users favor skippable ads, combining both ad formats appears to leverage strengths effectively, suggesting advertisers should consider a mixed strategy for best results.
Both skippable and non-skippable ads can drive ad recall quickly. However, non-skippable ads lead to slightly better recall and engagement overall, highlighting their effectiveness.
The first two seconds of an ad are crucial for branding, with best practices suggesting that strong brand elements should be present from the very beginning.
Mixed ad formats—using both skippable and non-skippable ads—show improved metrics for brand preference and interest, indicating a more effective overall approach compared to a single format.
Understanding user preference for skippable ads versus the effectiveness of non-skippable ones is essential, reflecting the importance of balancing ad formats based on campaign goals.
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