This article was published by IPG Media Lab, FCB Media’s media innovation and research partner.
MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, the creative technology arm of IPG Mediabrands, in partnership with Twitter today announced the results of a scientific media trial examining the location of video ads within a social environment. The resulting report, The Art of the Takeover: Optimizing What Consumers See First, reveals best practices for in-feed advertising as well as guidelines for utilizing takeovers across in-feed video and website platforms.
As websites and media properties’ offerings become more uniform, an advertiser’s ROI becomes more important to achieve sales figures. The report breaks down key differences in effectiveness between First View (Promoted Video at the top of the timeline) and “standard view” (Promoted Video throughout the timeline). Additionally, the study details how in-feed video ads located strategically at the top of the feed are twice as likely to be retained compared to similarly placed takeover ads on a website.
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