Takeover ads perform better on social, finds Twitter reseach
In-feed video ads placed at the top of a user's Twitter feed are twice as effective than similarly placed takeover ads on a website, according to a survey from Interpublic's Magna research group, IPG Media Lab and Twitter. GIFs and six-second ads at the top of the user's social feed are especially effective since they reinforce how users interact in a social environment, the study found. A total of 67% of respondents found that Twitter's video ads were relevant to their interests, unobtrusive and informative.

by Steve McClellan @mp_mcclellan, June 9, 2017

Interpublic’s MAGNA, the IPG Media Lab and Twitter have released the results of a study they conducted that examined how the location of video ads on the social site impacts effectiveness.

The study examined key differences in effectiveness between Twitter’s Promoted Video ad placements: First View (Promoted Video at the top of the timeline) and “standard view” (Promoted Video throughout the timeline), among other things.

Results are based on a survey of 3,732 respondents that were recruited from a representative online panel on Smartphones and PCs. They were given an initial survey with demographic and media consumption questions, and then randomized into test cells. For the Twitter test cells, users logged into their own Twitter account and saw real time content from their feed, along with a test ad. For Web site takeover test cells, users were directed to a site to select which content they wanted to watch with the test ad positioned as the takeover.

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Researchers collected data passively during the trial, including monitoring interactions and measuring time spent with ads. Participants then completed a survey that measured traditional branding metrics and qualitative feedback.

Among the findings: In-feed video ads located strategically at the top of the feed are twice as likely to be retained compared to similarly placed takeover ads on a Web site.

The probe also found that regardless of location within the targeted social feed, upwards of 67% of respondents found that ads served to them “were not only relevant to their interests, but unobtrusive and ultimately, informative.”

An IPG rep also provided these additional highlights from the study:

In a social environment, takeovers (ads at top of the feed) work harder than ads lower down With their premium location, takeovers excel at building brand awareness, likely because they are on screen an average of 50% more than ads lower in the feed. Takeovers outperform in social environments. Social takeovers are 2 times more memorable than similarly placed ads in a Web site takeover, likely because ads in a social environment feel more relevant and less intrusive to the user.

GIFs and :06-second ads at the top of a feed are an effective way to communicate, since they reinforce how users interact in a social environment, while longer ad formats at the top of a feed can further drive awareness, with their stronger emphasis on the brand.

A social post is more than just a video. With takeovers, many accompanying text strategies are successful because people spend more time with the video content at the top of a feed. Posts further down are more effective when the accompanying text reinforces timely information and highlights product features.

The full report on the testing can be found here.