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Snap Inc. shared the results of tests it ran with advertisers to determine the effectiveness of its six-second non-skippable Commercials video ad units within Snapchat Shows.
The company said it teamed up with advertisers across six verticals to run a series of 16 multicell hypothesis tests to answer the following questions:
- Does it work? Does adding Commercials to your ad product mix improve lift?
- What’s the impact? How much does adding Commercials increase incremental value?
- How is cost impacted? Is the higher CPM (cost per thousand impressions) of video on Snapchat worth the investment?
The company compared a BAU (business as usual) product mix with a BAU product mix that included Commercials, focusing on these key metrics: cost per (awareness, favorability and intent), lifts and statistically significant positive rates.
Snap
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