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New Study Finds Response Rates to 6-Second Video Ads are Increasing, in Line with Consumption Trends



What can you really communicate in a 6-second video ad?

These days, a lot – as per a new study conducted MAGNA Global, in association with IPG Media Lab, and Snap Inc., as video consumption habits evolve, shorter ads are now proving increasingly effective.

The study analyzed the responses of more than 7,700 respondents across a range of video campaigns in order to determine ad recall, brand favorability, purchase intent and more.

As per the report:

“In the early days of short video ads, they were primarily effective at generating awareness and less so when it comes to persuasiveness. Today, however, both short and long video ads have the ability to impact metrics across the purchase funnel. The change can be attributed to the rise of short form premium content, creative tailored for short form viewing, and advertisers simply getting better at communicating in short ads.”

As users become more accustomed to short-form content overall – through the popularity of Snaps, Stories, and now TikTok clips – that means that video messaging is also now increasingly effective in condensed form, as viewers are more accustomed to this type of viewing.

And that could change your approach to video marketing. Here’s a look at the key findings:

The main point, as noted, is that shorter video ads are now on par with longer video promotions in terms of effectiveness. 

“While shorter video ads are often leveraged to drive awareness, today they can be just as persuasive as their traditional counterpart – the :15 second ad. Controlling for brand, :06 and :15 second ads drove nearly identical lifts in both brand preference (+9% and +10% respectively) and purchase intent (+5% and +4% respectively).”

Video ad effectiveness study

It’s obviously much harder to condense your messaging into a 6-second ad slot, as opposed to a longer 15-second space (or a traditional 30-second TV ad spot), but with consumer behavior changing, it makes sense that shorter, more impactful messaging is now resonating.

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The growth of TikTok is particularly relevant in this sense. Now, users are so used to watching quick, 15-second clips, that a 15-second ad can feel long and drawn out, because it’s the same length as the main content itself. 

That’s also among the study’s findings – now, 15-second ads can start to feel instrusive for viewers.

Video impact study chart

So even 15-seconds can now be too much, which is why brands need to be looking to simplify their messaging, and make an impact within just a few seconds. 

Given Snapchat’s involvement in the report, the app itself is obviously a key focus, with specific insights relating to Snap’s ad options and how to maximize their impact.

The study found that both 15-second and 6-second ads are memorable on Snap, but the longer variation holds more value in terms of recall.

Snapchat video ad study

“On Snapchat, :15 second ads benefited from low skipping, allowing them to be more memorable. However, :06 ads were able to quickly get their point across to maximize persuasion. Regardless of length, the full screen vertical ads on Snapchat drove more than 2x the lift in awareness than the other platforms tested.”

I mean, it’s a Snapchat study, so it’s not surprising that it’s looking to highlight the effectiveness of Snap ads, but the point does raise some relevant considerations for your Snap campaigns, dependent on your focus goals and approach.

The study also found that users are less likely to skip 15-second ads on Snapchat than they are in other video apps.

Snapchat video ad study

Most people, I would imagine, do skip 15-second ads where they can, but the data shows that Snap users are less inclined to do so, which could relate to the relevance of Snapchat ads, the quality, or just different user behaviors.

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But the study also found that even with 15-second ads being more welcome on Snap, shorter promotions were better in some elements.

Snapchat video ad study

​The study also found that 6-second ads were significantly more memorable on longer video platforms, where 15-second ads are more likely to be skipped, while they also drove higher purchase intent.

The overall story of the data is fairly clear – users now prefer shorter video ads, and brands need to get better at making them in order to maximize effectiveness. 

That won’t be true across the board, and ideally, if budget weren’t a constraint, you’d run a variety of different video promotions and target them at different stages of your purchase journey. But the insights show that shorter ads are becoming more effective, more welcome, and can be just as effective in driving response.

Some interesting considerations for your 2021 planning – you can check out the full study here

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How to Expand Your Reach with Newsletter Advertising



How to Expand Your Reach with Newsletter Advertising

As marketers search for creative ways to reach new leads, newsletter advertising is becoming a staple in the industry. With effective targeting and high engagement rates, this up-and-coming medium is an effective choice for advertisers of all sizes and budgets.

While newsletter advertising has gained popularity among growing startups like AppSumo, it’s also a go-to for top brands like Lyft and Warby Parker. However, despite its high performance and adoption by leading marketers, its potential is largely untapped.

Because of the lack of education surrounding newsletter advertising, many marketers neglect email in favor of more mainstream, competitive platforms. However, with the right approach, investing in email advertising can help you reach more qualified audiences and get ahead of competitors.

What is newsletter advertising?

Newsletter advertising is the process of placing sponsored content in email newsletters to get in front of subscribers. Unlike other forms of digital marketing, newsletter ads are delivered straight to their audience’s inboxes. Because of this, they’ll often reach readers more directly, bypassing any ad blocking measures.

The Paved platform offers two main types of newsletter advertisements: sponsorships and programmatic ads.


Newsletter sponsorships are coordinated via a partnership between the publisher and the advertiser. Because each sponsorship campaign is organized individually, they can be custom designed for the newsletter partner. Some publishers will even help tweak the sponsorship design and copy to fit their publication’s style and appeal to readers.

​Sponsored email in The Report newsletter from March 2021


Programmatic ads

Just like sponsorships, programmatic email ads are placed within the body of newsletters to directly reach engaged audiences. However, they’re more similar to social media ads due to their automation, scalability and precise targeting. Whereas sponsorships are coordinated on an individual basis, programmatic ads allow advertisers to run placements across multiple newsletters with a single campaign.

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Programmatic ad for Hired in the eWebDesign newsletter


Why newsletter advertising beats other marketing channels

Not only is newsletter advertising a fresh and creative way to reach new audiences, but it also has its share of practical benefits. The advantages of newsletter advertising make it a worthwhile investment for brands in both the short and long-term.

Reach new audiences

The first step in converting new customers is figuring out where to find potential leads. Unfortunately, the rise of VPNs and privacy companies have made it increasingly difficult to connect with audiences online.

According to data by Hootsuite, roughly 42.7% of internet users use an ad blocker. With newsletter advertising, that’s not a problem. By delivering your message in the body of a trusted newsletter, you can market to audiences who can’t be reached through social media or display ads.

Leverage heightened engagement

One of the most valuable aspects of newsletters is their level of reader engagement. It’s not easy to convince someone to give you their email. Therefore, opting in to receive a newsletter is a much stronger signal of interest than liking a page or following an account.

Because newsletter readers are more engaged, email marketing tends to outperform other channels in ROI. Litmus’ 2020 State of Email report calculated an average return of $36 for every $1 spent on email marketing.

Access built-in targeting

Email newsletter lists are often inherently targeted due to their niche content. On the Paved platform, many publishers run interest-focused newsletters based on topics like programming or yoga. Incidentally, this creates a neatly packaged audience that advertisers can leverage for their campaigns.

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Programmatic ads allow you to target your audiences even more precisely. On the Paved Ad Network, you can define your target audience, budget and frequency cap. From there, you’ll be able to automatically display your ad in front of individual readers across several newsletters based on their demographic profile.

Join a marketplace to launch your newsletter advertising strategy

Joining a marketplace is the quickest and easiest way to start advertising in newsletters. Instead of reaching out to publishers individually, you’ll be able to request, design and schedule multiple sponsorships in one place.

On the Paved marketplace, you can browse hundreds of newsletters to find the right partner for your brand. Once you’ve booked a campaign, you can exchange messages, send payment and automatically track results through the platform.

Sign up with Paved for free today to unlock all the tools you need to streamline your newsletter advertising campaigns.

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China accused of interference as Australia PM’s WeChat account vanishes



Australian Prime Minister Scott Morrison opened his WeChat account in 2019 ahead of Australian elections that year

Australian Prime Minister Scott Morrison opened his WeChat account in 2019 ahead of Australian elections that year – Copyright NO BYELINE/AFP STRINGER

Australian Prime Minister Scott Morrison’s WeChat account has disappeared, prompting accusations of Chinese “interference” from senior members of his government Monday.

Morrison’s account on the Chinese social media app, which was launched in February 2019, appears to have been replaced with one titled “Australian Chinese new life.”

WeChat is the overwhelmingly dominant messaging and social media platform in China, where Western services such as WhatsApp, Facebook and Twitter are blocked.

There was no immediate comment from Morrison but a senator from his ruling centre-right Liberal Party accused Beijing of being behind the change.

“What the Chinese government has done by shutting down the prime minister’s account is effectively foreign interference in our democracy,” James Paterson told 2GB radio on Monday.

Paterson called on Australian politicians to boycott WeChat in response.

According to the account’s about page, the “Australian Chinese new life” name was registered on October 28, 2021.

But the account has posts dating back to February 1, 2019, including Morrison’s first, which reads: “I’m very happy to open my official WeChat account”.

AFP has contacted WeChat’s parent company Tencent for comment.

Morrison first launched his WeChat account to communicate with Australia’s sizable Chinese-Australian community ahead of elections in 2019.

That year, Morrison was asked by reporters whether there was a risk his account could be censored by the Chinese Communist Party.

“We haven’t experienced any such censorship,” he said.

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In December 2020, WeChat removed a post from Morrison that defended Australia’s investigation into allegations of war crimes perpetrated by Australian soldiers.

The post also criticised Chinese foreign ministry spokesman Zhao Lijian, who had tweeted a fake image of an Australian soldier holding a knife.

The last post on the “Australian Chinese new life” account is from July 9, 2021.

The Daily Telegraph reported Morrison has been locked out of his account since then.

All of the posts on the “Australian Chinese new life” account relate to Australian government announcements or messages from Morrison.

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TikTok’s Working on a New, Opt-In Function to Show You Who Viewed Your Profile



TikTok's Working on a New, Opt-In Function to Show You Who Viewed Your Profile

I’m not entirely sure what value this might bring, but TikTok is reportedly working on bringing back the option to see who viewed your profile in the app over the preceding 30 days, which would provide more transparency over user interest.

As you can see in these screenshots, uncovered by app researcher Kev Adriano (and shared by Matt Navarra), TikTok looks to be testing an opt-in functionality that would enable you to see who’s checking out your TikTok profile, while users would also be able to see when you’ve checked out their profile as well when this feature is switched on.

Which TikTok used to have, as a means to increase connections in the app.

TikTok profile views notification

As you can see here, TikTok used to provide a listing of people who’d checked out your profile, with a view to helping you find others to follow who may have similar, shared interests. TikTok removed the functionality early last year, amid various investigations into its data sharing processes, and with several high-profile cases of TikTok stalkers causing real-world problems for platform stars, it made sense that it might not want to share this information anymore, as it likely only increases anxiety for those who may have concerns.

But I guess, if stalkers wanted to check out your profile they wouldn’t turn the feature on, so maybe, by making it opt-in, that reduces that element? Maybe.

I don’t know, I don’t see a heap of value here, and while I can understand, when an app is starting out, how this sort of awareness might help to increase network connections, I’m not sure that it serves any real value for TikTok, other than providing insight into who’s poking around, and likely increasing concerns about certain people who keep coming back to check out your profile again and again.

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Maybe there’s a value for aspiring influencers, in reaching out to potential collaborators who’ve checked out their stuff, or maybe it works for hook-ups, if that’s what you want to use TikTok for, which is why the opt-in element is important.

But much like the same feature on LinkedIn, mostly, it seems pretty useless. I mean, it’s somewhat interesting to know that somebody from a company that you’d like to work for checked out your profile, but if they did, and they didn’t feel compelled to get in touch, who really cares?

There is a limited value proposition here, in that getting in touch with those who did check out your profile could result in a business relationship, similar to the above note on potential collaborators on TikTok. But I’d be interested to see the actual percentage of successful contacts made is as a result of these insights.

I can’t imagine it’s very high – but maybe, if you give users the choice, and they explicitly opt-in, there is some value there.

Seems like stalker tracking to me, and potential angst and conflict as a result.

There’s no official word from TikTok as to whether this option will ever be released at this stage.

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