June 05, 2025
June 05, 2025
Format Functionality: A Global Report on Diversifying the Ad Format Mix
New research from Snapchat and Magna Media Trials uncovers the role ad functionality plays in performance.
When it comes to video, planning should be based on more than ad length alone. From past research, we know that both :06 and :15 second ads can drive persuasion metrics. But what is the role of video functionality on ad performance? Snap partnered with Magna Media Trials to conduct a global research study with controlled testing of skippable and non-skippable video ads on Snapchat using experimental design. Over 4,800 Snapchatters (18-45 YO) across 5 markets (US, UK, CA, KSA, FR) were included in the study.
The study investigates the role of ad functionality in ad performance and the benefits of skippable and non-skippable formats in isolation, but also the benefits of mixing them up together.
To Mix or Not to Mix
Firstly, the research found that regardless of ad functionality, both skippable and non-Skippable ads drive ad recall quickly. The first 2 seconds of an ad are key, therefore the best practice that branding should be upfront from second zero to drive strong cut through still holds.
Secondly, using a mixed format strategy drives brand lift. Metrics such as brand preference and brand interest were more positively impacted when combining skippable and non-skippable formats, compared to a single ad format', compared to a single ad format.
Furthermore, the strong impact of a multi video ad format strategy has been proven time and again across all brand lift studies run on Snapchat during 2024. Based on our meta analysis, having a sufficient product mix of skippable + non-skippable formats lead to a 1.23X higher stat sig positive rates in Ad Awareness, and 1.34x higher stat sig positive rate in Brand Awareness. A mixed format approach is a core part of Snapchat's performance pillars best practices for driving brand impact.¹
The Unique Power of skippable ads
Let's be honest, we all love having control, and Snapchatters are no different! Globally, 81% say “they liked that they weren't forced to watch the full ad”.
This freedom of choice benefits brands. When users get to decide what they want to watch, and your branding is clear from the start, you don't need to force-feed them the message. This is especially true for Gen Z, who respond incredibly well to having the option to skip.
Amplifying with non-skippable
Now, don't write off non-skippable ads! There are definitely times when they are your power play. They're fantastic for building brand awareness and opening the door for new prospects to engage with your brand; working hand-in-hand with skippable formats that empower brand aware consumers to convert.
But here's the golden rule: make your ads entertaining! 64% of Snapchatters are totally fine with watching a non-skippable ad, as long as it's engaging. So, how do you do that?
Leverage user-generated content (UGC)
Collaborate with Snap Stars
Use "edutainment"
Get creative with Lens-Powered ads
Connect with passion-driven content
For even more inspiration, check out these best practices for creating entertaining video ads on Snapchat!
Key Takeaways
Shake up the scroll with a mixed format strategy: Don't be afraid to mix skippable and non-skippable ads. It keeps things fresh, boosts engagement, and drives brand interest.
Give Users Control: Skippable ads show respect for your audience and let you deliver your message effectively without forcing it.
Strategic Use of Non-Skippable Ads: Non-skippable ads are perfect for new products and customer acquisition, but make sure they're super entertaining!
Please find the full report here