Audience control of skippable ads on TikTok increases purchase intent and brand recommendation, Magna reports
The Magna and TikTok research revealed the choice to watch ads creates a more lasting impression.
Giving audiences more control through skippable ads increased purchase intent by 15% for FMCG and positively impacted recommendation by +8%, a recent study on TikTok has found.
The findings from Magna, the investment and intelligence arm of IPG Mediabrands, in partnership with the short-form video platform, revealed the choice to watch ads creates a more lasting impression the longer viewers choose to watch (+38% lift in unaided ad recall when 50-100% of the ad is watched).
More than 12,000 people participated in the “Revisiting the Inner Workings of Digital Video” study across Australia, the USA, UK, Canada, Germany, and France. The study on TikTok examined ad content for 36 brands across Media & Entertainment, Retail, and FMCG categories.
Read more on MediaWeek.
