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With attention spans declining, and media consumption habits evolving, could 6-second video ads now be more effective than longer variants?
That s what Snapchat s contending, based on its latest research report. To glean more insight into how people s response behaviors are shifting, Snap commissioned MAGNA Global to conduct a study of over 7,700 users, on both desktop and mobile devices, in order to get an idea of their reactions to varying video ad types.
The data highlights some interesting points of note - first off, Snapchat says that, regardless of length, full-screen vertical ads on Snapchat drove more than 2x the lift in awareness than other platforms tested.