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Twitter Publishes New Data on the Effectiveness of Utilizing Multiple Video Formats in a Campaign



When you’re mapping out your digital marketing strategy, do you go with just one main push, or do you also consider splicing and cutting down your primary campaign content into smaller formats and ads, in order to maximize reach across different display options?

On consideration, it would likely be of benefit to display your ads in different places, and in different formats, and you may well be able to do so with limited additional work. That’s even more likely the case when it comes to video campaigns, where a larger, key focus piece can also be cut down into smaller chunks and promotions, expanding your reach potential.

But is it worth the extra editing and management effort?

This is the focus of Twitter’s latest research report – in order to get a better understanding of the impact of utilizing different ad formats within one campaign, Twitter recently partnered with MAGNA Global and IPG Media Lab to test user response rates to a multiple video format approach.

For the test, Twitter utilized a combination of its own video ad formats – First View, pre-roll video ads, and Promoted Video. The researchers conducted their study across six industry verticals, and 136 different ad scenarios, in order to then gauge how each viewer responded on various key elements.

The results show that using multiple video ad formats is more effective, in terms of boosting brand and product awareness:

“Research showed that awareness builds as people are exposed to the same ad in additional video ad formats. When looking at a consistent frequency of exposures, a combination of three video ad format exposures generates significantly more awareness than exposure to one or two video ad formats.”

Twitter video formats research

Now, that’s probably not overly surprising – if you were to run a campaign using First View, for example, which ensures that your Promoted Video id the first ad your target audience sees when they log onto Twitter for the first time on any given day, then supplement that with pre-roll video ads, focused on a specific audience subset, then you’re going to increase awareness, as opposed to just running one or the other.

But the research notes here are important on two fronts.


For one, a 13% increase in awareness is not a small amount, so it should definitely be on your radar as a possible consideration.

But the main point may be that you’re better off going niche than broad with Twitter’s video ad products, at least in certain respects. For example, instead of allocating all of your video marketing budget to one, big, First View campaign, the data here suggests that you may actually be better off honing in on a smaller audience, then splitting you campaign budget across the three different formats, in order to maximize response.

Your overall reach might be lower, but your response rates, going on this data, would likely be significantly higher.

Indeed, those findings also look even more solid in the research and purchase intent categories:

Holding the frequency of exposure constant, using multiple video ad formats leads to 6x the impact on research intent and 2x the impact on purchase intent.”

Twitter multiple video ad format research

It’s an interesting consideration – reducing reach seems counter-intuitive for most advertisers, but it could be a better way to allocate your budget, while extrapolating your available video assets into more formats can also facilitate better results.

It definitely seems like something worth factoring in, and with the capacity to easily break your campaigns into different formats via social platform ad tools, it could be a relatively simple way to improve your ad response rates.

Twitter has published this new data as the first element of a new series looking at optimal ad approaches, which could provide more considerations for your ad approach. 

Either way, some interesting pointers – worth keeping in mind for your strategy. 




UK teen died after ‘negative effects of online content’: coroner



Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.


“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.


“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

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