### Unpacking Snapchat’s Insights on Skippable vs. Non-Skippable Ads
Snapchat has recently *unveiled a compelling report* that explores the effectiveness of **skippable versus non-skippable ads**. Designed specifically for marketers and brands, this report dives deep into how Snap users engage with various ad formats, ultimately aiding your placement decisions.
#### **Breaking Down Snapchat’s Ad Formats**
When it comes to ad functionality, Snapchat **offers two distinct options**:
– **Standard Commercials:** Ranging from **3 to 6 seconds**, these are **non-skippable ads**.
– **Extended Play Commercials:** These ads last between **7 to 180 seconds** and are skippable after the first six seconds.
This diverse range allows brands to tailor their approach depending on their specific marketing needs.
#### **Key Takeaways from the Report**
Compiled from a study of **4,800 Snapchat users**, conducted by Magna Media Trials, the key findings reveal vital insights for marketers. While you can download the full report [here](https://forbusiness.snapchat.com/blog/video-format-functionality), let’s highlight some of the most intriguing highlights.
##### **Ad Recall: A Quick Insight**
The data shows that both **skippable and non-skippable ads** can drive **ad recall** effectively. According to Snapchat:
> *“The first 2 seconds of an ad are key; therefore, branding should be upfront from second zero to drive strong cut through.”*
This chart illustrates how **non-skippable ads** slightly outperform skippable ones in terms of recall. The key takeaway? Forcing users to view the entire advertisement may enhance overall recall — but a hybrid approach combining both formats proves to be the most effective strategy.
> *”Metrics such as brand preference and brand interest were more positively impacted when combining skippable and non-skippable formats.”*
#### **Understanding User Preferences and Sentiment**
While the data leans towards **non-skippable ads** enhancing recall, user sentiment is crucial. Snapchat users show a clear *preference for skippable ads*. Striking a balance between user experience and marketing effectiveness is essential for successful campaigns.
#### **Crafting the Optimal Ad Strategy**
Snapchat’s report emphasizes an **optimal ad strategy** that integrates insights from these findings. A combination of ad formats might not only enhance recall but also elevate overall engagement and brand sentiment.
### **Conclusion: What Does it All Mean?**
In summary, while **non-skippable ads** may yield better recall, positive user sentiment shines a light on the effectiveness of **skippable ads**. Ultimately, the success of your campaign hinges on balancing these elements, ensuring both relevance and value to your audience.
For a more in-depth look, feel free to read the full **Snapchat/Magna “Format Functionality” report** [here](https://forbusiness.snapchat.com/blog/video-format-functionality).
