Video ads that are optimized for Twitter are far more effective than repurposed television commercials, according to a new study by GroupM, which was commissioned by the social network.
Twitter and GroupM shared the following best practices for optimizing video for the social network: Include upfront branding, create ads that are effective even when the sound is off and, most important, make an impact in the first three seconds.
GroupM used eye-tracking and facial-coding technology from EyeSee and exposed Twitter users who were recruited online to either the TV spot or the Twitter-optimized video, tracking the results.
Those users were also prompted to complete a virtual shopping task so that GroupM and Twitter could analyze their purchase intent.
GroupM
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