A while back, I wrote about how Twitter Ads really drive movie ticket sales with effective marketing activities. And that’s not all it seems. New research suggests that Twitter video ads drive receptivity and brand recall as well.
The study, conducted by Dentsu Aegis Network and consumer neuro research firm MediaScience in conjunction with Twitter itself, found that video ads on the platform have a positive effect in terms of capturing and keeping the attention of users. More specifically, cognitive effort or information processing increased for video ads on Twitter – on both mobile and desktop. Overall, the study found that users generally absorb content quicker on mobile versus desktop and have high retention levels.
The platform was the only one where information processing increased on mobile and desktop. Also, attention remained the same when users watched organic or branded content.
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The study also found that Twitter video ads offered mobile recall that was “significantly higher”, as well as high favourability, purchase intent, and recommendation. In fact, users who viewed Twitter video ads were found to be 12% more likely to recommend a brand to friends and family than those who had just seen the ads on TV. Brand messages on Twitter video ads were found to be 2x as favourable than the same on TV.
What about you? Do you have experience with Twitter video ads? If so, would you agree with the above results?
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