TikTok claims that non-skippable video advertisements might hinder engagement in a brand new report.
Shoppers usually tend to watch and have interaction with brand-sponsored movies after they have management over their expertise, in accordance with the examine.
Why we care. Partaking advertisements are important for model consciousness, visibility, and conversions. If non-skippable advertisements are decreasing engagement, it could be more practical to experiment with skippable advertisements to boost viewer expertise and enhance marketing campaign efficiency.
The stats. The TikTok examine, which was performed along side MAGNA Media Trials, a world media funding and intelligence firm, discovered that:
- 73% of viewers agree that being able to skip movies makes them extra engaged within the expertise.
- 56% of viewers usually tend to actively watch movies sponsored by a model after they have the choice to skip.
Advert period. TikTok added that whereas shoppers have a tendency to look at skippable advertisements for shorter durations, the excellence between the period of skippable and non-skippable advertisements doesn’t markedly affect viewership. A separate examine performed by the platform in collaboration with MediaScience revealed that fifty% of the affect from a TikTok advert happens inside the preliminary two seconds. This analysis additionally discovered that the primary six seconds of an:
- Captures 90% cumulative affect on Advert Recall.
- Captures 80% cumulative affect on model consciousness.
Advert placement. Advertisements have a larger affect and are seen longer when they’re positioned subsequent to in style, related content material, whatever the platform, in accordance with the MAGNA examine. As an illustration, when positioned alongside trending content material, the identical advert turns into extra related to viewers, enhancing its effectiveness, growing buy intent by 9%.
What TikTok is saying. A TikTok spokesperson stated in a press release:
- “On TikTok, each view is intentional as a result of customers can skip any video they select, together with advertisements. Compelled view additionally isn’t wanted to create significant affect.”
- “TikTok’s skippable codecs carry out on par with video-on-demand pressured view codecs throughout key metrics like model favorability and buy intent.”
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Deep dive. Learn the report in full for extra info.
