Twitter Video Ads Deliver Recall, Receptivity (Study)

Twitter delivers its users a steady stream of information in real-time, but video ads on the social network are still managing to capture their attention, according to a recent study, albeit one in which Twitter was involved.

Twitter delivers its users a steady stream of information in real-time, but video ads on the social network are still managing to capture their attention, according to a recent study, albeit one in which Twitter was involved.

Twitter teamed up with Dentsu Aegis Network and MediaScience, a consumer neuro research firm, to study users’ recall and receptivity to brand messages, and its findings included:

  • Twitter was the only platform where cognitive effort, or information processing, increased for video ads, on both desktop and mobile, and attention levels remained constant on Twitter whether users were watching organic or branded ad content.
  • Mobile ad recall was “significantly higher” on Twitter, and the social network also performed strongly in other key brand metrics such as favorability, purchase intent and recommendation.
  • Users absorb content more quickly on mobile than on desktop, with high levels of retention.
  • Users who saw video ads on Twitter were 12 percent more likely to recommend those brands to friends and family than viewers who only saw the ads on television, and viewers perceived brands messages to be twice as favorable on Twitter compared with the same content on TV.

Readers: What did you think of the findings by Twitter, Dentsu Aegis Network and MediaScience?