Front-loading messaging is key to effective Twitter video ads
Front-loading vital messaging in an ad is the key to ensuring recall and memorability, according to the results of a trial by Twitter and IPG Media Lab. The trial found that almost 50% of users recalled ads viewed for just one second on the social network, with recall rising 13% between the one-second and three-second marks. The study also indicated that Twitter's highly curated feed environment meant ads were twice as memorable compared to premium sites.

Twitter touted the recall and memorability of its video ads, citing research it conducted with IPG Media Lab.