TikTok reports non-skippable video ads may harm engagement

by | Jan 11, 2024 | Digital Marketing, Paid social, PPC, TikTok

The article discusses TikTok’s findings on the impact of non-skippable video ads on user engagement, presenting insights that may be valuable for marketers and advertisers. According to the study, consumers are more likely to watch and engage with brand-sponsored videos when they have control over their experience, indicating that non-skippable ads may hinder engagement.

The study conducted by TikTok in partnership with MAGNA Media Trials, a global media investment and intelligence company, revealed that 73% of viewers agree that having the ability to skip videos makes them more engaged in the experience. Additionally, 56% of viewers are more likely to actively watch videos sponsored by a brand when they have the option to skip. This suggests that giving users the freedom to choose whether to watch an ad can enhance their engagement with the content.

Interestingly, the study also found that while consumers tend to watch skippable ads for shorter durations, the distinction between the duration of skippable and non-skippable ads does not significantly impact viewership. TikTok emphasized that 50% of the impact from a TikTok ad occurs within the initial two seconds, with the first six seconds capturing 90% cumulative impact on Ad Recall and 80% cumulative impact on brand awareness.

Furthermore, the study revealed that ad placement also plays a crucial role in ad effectiveness. Ads placed next to popular, relevant content are viewed longer and have a greater impact, regardless of the platform. For instance, when placed alongside trending content, the same ad becomes more relevant to viewers, enhancing its effectiveness and increasing purchase intent by 9%.

A TikTok spokesperson emphasized that on the platform, every view is intentional because users can skip any video they choose, including ads. The spokesperson also stated that TikTok’s skippable formats perform on par with video-on-demand forced view formats across key metrics like brand favorability and purchase intent.

In conclusion, the findings suggest that engaging ads are essential for brand awareness, visibility, and conversions. Given the potential hindrance to engagement caused by non-skippable video ads, marketers and advertisers may find it more effective to experiment with skippable ads to enhance viewer experience and improve campaign performance. The article encourages readers to explore the full report for a more in-depth understanding of the study’s findings.

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