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What’s the difference between six seconds and 15 seconds? Snap Inc., Magna and IPG Media Lab fought the urge to reply, “nine seconds,” and instead examined responses to video ads of those lengths.
Magna recruited more than 7,700 participants using both PCs and mobile devices, and they were then assigned platforms based on their media habits: full-episode players, Snapchat or video aggregators.
They were asked to choose content to watch during a controlled experience that simulated those platforms, and Magna was able to control the ads that they were served, in order to ensure proper randomization and allow for the same brands and creatives to be tested across platforms.
Snap said in a blog post that all behaviors were tracked, and participants completed online surveys to gauge ad awareness, brand perception and purchase intent.