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.
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