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Twitter users perceive in-feed autoplay video ads better or worse based on the ad’s position in the user’s news feed, according to a media trial conducted between Twitter, MAGNA, and IPG Media Lab.
The study examined how users responded to promoted videos in First View and “standard view”. First View ads are the promoted video at the top of user timelines, while “standard view” ads are the promoted video shown throughout the timeline.
Here are some key takeaways from the trial:
- Standard view ads are generally received better than First View ads. Seventy-seven percent of users agreed standard view ads were informative, compared to 73% for First View ads. Additionally, users view standard view ads as more relevant to their interests and as having a more trustworthy message, as standard view ads scored four and 12 percentage points higher than First View ads on those metrics, respectively.
- But Twitter First View ads are more memorable. These ads scored higher than standard view ads on aided and unaided brand recall. First View ads lead to an increase of 45% and 61% in unaided and aided brand recall, respectively. This is compared to standard view ads, which lead to an increase of 34% and 45% in unaided and aided brand recall. This likely due to First View video ads having more time on screen. First View ads were on screen for an average of nine seconds, compared to standard view ads, which were on screen for an average of five seconds.
- Brands may have a better chance of getting their messages viewed by consumers through Twitter, as opposed to desktop and mobile web pages. As mentioned above, Twitter promoted First View video ads were on-screen for nine seconds, whereas PC and smartphone website takeovers were on-screen on average for 6.5 seconds. Additionally, 78% of smartphone website takeovers were played for zero seconds, while this figure was only 6% for Twitter First View video ads.
Trust is timely. In an era in which fake news is trending, and brands are pulling advertising from large publishers because they don’t want their messaging associated with offensive content, trust is a critical factor that brands consider when re-evaluating digital ad strategies.
Digital trust is the confidence people have in a platform’s ability to protect and promote the interests of its users.
The Digital Trust Report, a brand new report from BI Intelligence, examines consumers’ perception of major social platforms. It rates Facebook, YouTube, Instagram, Twitter, Snapchat, and LinkedIn on security, community, user experience, and content authenticity and shareability. These insights help brands and marketers make informed decisions about where to spend their marketing and branding dollars.
All of the information in this survey comes from our proprietary BI Insiders panel, made up of more than 15,000 specially selected and recruited Business Insider readers. This panel is designed to be a leading indicator of what’s next in digital. The panelists are business and tech savvy, they have buying power, and they’re highly engaged. The survey revealed some fascinating insights into how millennials and decision makers view today’s most popular social media platforms.
Here are some key takeaways from the report:
- Digital trust has been shaken by a proliferation of malicious content and data breaches, which has significant consequences for brands that use these platforms.
- The top platform won by a huge margin on most attributes. Content on this platform is more likely to be viewed as forthright and honest, which increases the persuasiveness of ads and marketing messages that appear alongside it. This also creates ideal conditions for thought leadership and branded and sponsored content to flourish.
- The second-ranked platform was bolstered by users' confidence sharing content they find there. Users were most apt to share content they found there, which, together with its massive audience and high engagement, makes it the right platform to maximize reach.
- The social platform that finished dead last did so because of its abusive comments section and extremely annoying ads. Still, this hasn’t dissuaded people from visiting, as evidenced by the time spent monthly and massive user base. This platform also resonates more with older generations.
The Digital Trust Report is only available with a subscription to BI Intelligence, Business Insider's premium research service. To access this report, plus hundreds of other deep dives into the future of digital, click here.
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