FORMAT

FUNCTIONALITY

AGlobalRepor忄onDiversifyingtheAdFormatMix

The

VideoEvolu忄ion

Workingprinciplesfor

2

best-in-classvideoareevolving

Videoadleng忄hisno忄aproxyforeffec忄iveness

Bo忄h:06and:15secondadscandrivepersuasionmetrics.Planningshouldbebasedonmorethanadlengthalone

Fi忄in忄os忄andou忄

Advertisersshouldconsiderma忄ching忄heleng忄hof忄headwi忄h忄hepla忄formandleng忄hof忄he

videocon忄en忄beingconsumed

Wha忄WeKnow

M/GNA

I1li

3

OurQues忄ions

Whatroledoesadfunctionalityplayinadperformance?

Shouldbrandsleverageadiversemixofadformats?

M/GNA

I1li

4

How+WhereWeTes忄ed

Tes忄ingin5Coun忄ries

CAKSA

UK

US

FR

Me忄hodology

Controlledtestingofskippableandnon-skippablevideoadsonSnapchatusingexperimentaldesignSurveytomeasureimpactonbrandingKPIs.

SampleSize

To忄alA18-45

(N=4,877)

Use

Snapchat

onceaweek+

Ver忄icals

Alcohol(A21+)

Insurance

Clothing

Telecommunications

Fitness

Retail

Banking

Hospitality

Streamingservices

Wha忄

WeTes忄ed

Servedwithin

DiscoveryCon忄en忄

tilesonSnapchat

Servedin1s忄

and4忄hposi忄ionofadpod

Frequency

2Exposures

AdLeng忄h

6-30seconds

BrandingIncl.fromstart

Note:Thesame

was

across

5creativeusedeachformat

SkippableAds

100%skippable

Non-skippableAds

Forcedforthe

first6seconds,thenskippable

SkippableAds+Non-skippableAds

Mixedformats:Orderwasrandomized

+

MGN

OR

TOMIX

NOTTOMIX

“0to40”in2seconds

Regardlessofadfunctionality,eachadformatdrivesadrecallquickly

0%20%40%60%

ImpactofFormat|UnaidedAdRecallbyCompletion

SkippableAds

%Recalled

Non-skippableAds

Control:0≤22-33-44-55-6

#OFSECONDSCOMPLETED*

7

Q:Thinkingbacktoyoursessiontoday,didyouhappentonoticeanybrands?Ifso,pleaselistthebrandsonaseparatelinebelow.

*Numberofsecondscompletedfor2ndadexposure

SnapchatGlobal:ControlAds,N=1,425;SkippableAds,N=1,608;Non-skippableAds,N=1,708

M/GNA

Reaching

viewerswi忄h

bo忄hadforma忄screa忄esa

“doubletake”effec忄

Impac忄ofForma忄|‘Isabrand忄ha忄grabsmy

a忄忄en忄ion’

Delta(Exposed-Control)TotalFrequency:2

Amongthoseinmarketfortheproduct

+4PTS▲

C

Skippable

C

C

C

Non-skippable

C

+3PTS

C

C

Skippable+Non-skippable+8PTS▲

C

C

C

C

C

C

C

8

Q:Howmuchdoyouagreeordisagreewiththefollowingstatementsabout[brand]?▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

*Mixedformats:Orderofformatswasrandomized

SnapchatGlobal:ControlAds,N=812;Non-skippableAds,N=847;SkippableAds,N=772;Skippable+Non-skippableAds,N=390

M/GNA

Usingamixedforma忄s忄ra忄egydrivesbrandin忄eres忄andpreference

Impac忄ofForma忄

MixedAdForma忄s

Brandpreference

Brandinterest+5

Acombinationofskippableandnon-skippable

+6PTS

▲

PTS▲

Delta(Exposed-Control)TotalFrequency:2

SingleAdForma忄s

Justskippableorjustnon-skippable

Brandpreference+3PTS▲ Brandinterest+2PTS

9

Q:Howmuchdoyouagreeordisagreewiththefollowingstatementsabout[brand]?▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

*Mixedformats:Orderofformatswasrandomized

SnapchatGlobal:ControlAds,N=1,425;SingleFormatAds,N=2,776;MixedFormatAds,N=675

M/GNA

THE

UNIQUE

POWER

OF

ADS

1

2

SKIPPABLE

Viewersapprecia忄e忄headdedcon忄rolof

skippableads

:%

Say“忄heyliked忄ha忄忄heyweren’tforcedtowatch忄hefullad”

%agreeorstronglyagree

BYCOUNTRY:

78%

CA

70%

FR

KSA

UK

77%

US

86%

86%

11

M/GNA

Q:Youmentionedyoulikedthead.Whatdidyoulikeaboutit?

SnapchatGlobal:SkippableAds;Global,N=968;CA,N=201;FR,N=150;KSA,N=280;UK,N=205;USA,N=132;

12

Crea忄iveswi忄h

upfron忄branding

canhelpbrands

communica忄e

effec忄ively

wi忄hou忄forcing

lmpac忄ofForma忄IMessageRecall

Delta(Exposed-Control)

Non-

skippableAds’+6%▲

SkippableAds’+11%▲

Q:Whichofthefollowingmessages,ifany,does[brand]useinitsads?

▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

SnapchatGlobal:ControlAds,N=1,425;SkippableAds,N=1,328;Non-skippableAds,N=1,449

13

ForGenZ，忄headdi忄ionof

skippableadsisespecially

effec忄ive

Impac忄ofForma忄

Delta(Exposed-Control)TotalFrequency:2

Non-skippable

Non-skippable+Skippable

+6PTS▲

+9PTS▲

+0PTS

+5PTS▲

GEN

Z

APPEALSTOME

GRABSMY

ATTENTION

Q:Howmuchdoyouagreeordisagreewiththefollowingstatementsabout[brand]?▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

SnapchatGlobal:GenZ;ControlAds,N=706;Non-skippableAds,N=717;Non-skippable+SkippableAds,N=352

Yes,completionisideal

Whileawarenesshappensquickly,hardertomovemetricsareimpactedathigherlevelsofcompletion

ImpactofSkippableAdsbyCompletion

UnaidedAdRecall

0%30%60%

0%30%60%

%Recalled

Simplyforcingexposure

doesn’tleadtobetter

performanceonpreference

BrandIpreferoverothersimilarbrands

%agreeorstronglyagree

Control:0≤22-33-44-55-6Control:0≤22-33-44-55-6

#OFSECONDSCOMPLETED*#OFSECONDSCOMPLETED*

M/GNA

Q:Thinkingbacktoyoursessiontoday,didyouhappentonoticeanybrands?Ifso,pleaselistthebrandsonaseparatelinebelow.

14

Q:Howmuchdoyouagreeordisagreewiththefollowingstatementsabout[brand]?

*Numberofsecondscompletedfor2ndadexposureSnapchatGlobal:SkippableAds,N=1,608

Comple忄ionisespeciallyimpor忄an忄for忄hefirs忄ad

+11PTS▲

+5PTS▲

+9PTS▲

+3PTS▲

Impac忄ofComple忄edSkippableAds

Delta(Exposed–Control)

1stAdExposure,100%Completed2ndAdExposure,100%Completed

Brand

+13PTS▲

Favorabili忄y+6PTS▲

Purchase

Considera忄ion

Brand

Preference

Considerpremierformatssuchas“FirstStory”

AD

1

Wha忄isFirs忄S忄ory?

Thefirs忄adthatSnapchatusersseebetweenfriend’sstories

Q.Whatisyouroverallopinionofthefollowing?

M/GNA

Q:Howlikelyareyoutoconsiderthefollowing?

15Q:Howmuchdoyouagreeordisagreewiththefollowingstatementsabout[brand]?

▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

SnapchatGlobal:ControlAds,N=1,425;1stAdExposure,100%Complete,N=501;2ndAdExposure,100%Complete,N=204

Somewillskip,bu忄marke忄erscancon忄rolmanyof忄hedrivers

TopReasonsPeopleSkipInEachMarke忄-%Selected

Toolong41%

France

Notrelevant48%

Canada

d49%

SaudiArabia

Uni忄ed

Kingdom

TooLong41%

Notrelevant51%

Uni忄edS忄a忄es

16

Q:Whydidyouskipthead?MGN

SnapchatSkippableAds:Canada,N=1,004;France,N=1,010;SaudiArabia,N=779;UnitedKingdom,N=1,017;UnitedStates,N=780

AMPLIFYING

Forcingthefirst

fewsecondsoftheaddrivesnewacquisition

ImpactofFormat|PurchaseIntent

Delta(Test-Control)

Skippable

Skippableatanypointduringthead

Non-skippable

Forcedforthe

first6seconds,thenskippable

PotentialNewCustomers

Amongthosein-marketfortheproductand

havenotpurchasedthebrand

+3PTS

+10PTS▲

18

Q.Howlikelyareyoutopurchasethefollowing?

▲:Significantdifferencebetweenexposedandcontrolgroupat>=90%confidence

SnapchatGlobal:ControlAds,N=124;SkippableAds,N=136;Non-skippableAds,N=134

MGN

Non-skippableisespeciallyimportantwhenadvertisinganew

product,brand,ormessage

ImpactbyPre-existingBrandAwareness

LOWPRE-EXISITINGBRAND

↓↓↓AWARENESS↓↓↓

HIGHPRE-EXISTINGBRAND

個(gè)個(gè)個(gè)AWARENESS個(gè)個(gè)個(gè)

Non-skippable

Skippable

Non-skippable

Skippable

UnaidedAdRecall

BrandFavorability

SearchIntent

PurchaseIntent

BestPerformance

19

Q:Thinkingbacktoyoursessiontoday,didyouhappentonoticeanybrands?Ifso,pleaselistthebrandsonaseparatelinebelow.

Q.Whatisyouroverallopinionofthefollowing?

Q.Howlikelyareyoutosearchforinformationaboutthefollowing?

Q.Howlikelyareyoutopurchasethefollowing?

SnapchatGlobal:ControlAds;LowPre-existingAwarenessBrand,N=82;HighPre-existingAwarenessBrands,N=1,343;SkippableAds;LowPre-existingAwarenessBrand,N=68;HighPre-existingAwarenessBrands,N=1,260;Non-skippableAds;LowPre-existingAwarenessBrand,N=59;HighPre-existingAwarenessBrands,N=1,390

MGN

Entertainmentvalue

ismandatorywhenadsareforcedforagoodnon-skippableuserexperience

GLOBALLY:

64%saytheydon’tmindbeingforcedtowatchanentireadifitsentertaining

%agreeorstronglyagree

BYCOUNTRY:

73%

61%65%

CAFRKSAUKUS

62%

65%

20

M/GNA

Q.Howmuchdoyouagreeordisagreewiththefollowingstatementsaboutyouradpreferenceonsocialmedia?

SnapchatAds:Canada,N=1,495;France,N=1,544;SaudiArabia,N=1,539;UnitedKingdom,N=1,543;UnitedStates,N=1,194

En忄er忄ainmen忄onSnapcha忄canbeachievedinseveralways

Toprulesforcrea忄ingscrolls忄oppingcon忄en忄onSnapcha忄

LeverageUGC

Contentthat’snativetotheplatform

(UGC)evokesst