Combined usage of three video ad formats on Twitter can improve brand awareness by 59%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2020, 1:36 AM UTC

Twitter’s research across six countries reveals that multiple video ad formats are effective for driving brand and product awareness.

As per the report, using a combination of three video ad formats on Twitter increases awareness by 59%, compared to one format (46%) or two formats (52%). Using multiple video ad formats could up brand awareness by 13% compared to using just one format.

Using multiple video formats improves the impact on research intent by six times and on purchase intent by two times. However, brands must focus on smaller audiences in one format and then divide the campaign budget across three different formats to maximise response.

Using three ad formats can improve research and purchase intent by 6%. The use of two formats can bring research intent up by 3%, and purchase intent by 8%.

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