Snapchat and Roger Federer agree on one thing:
How you serve is important. Snapchat and Magna Media Trials ran a global study to test skippable vs. non-skippable video ads on over 4,800 users aged 18–45.
The key finding? Both formats assist ad recall, especially in the first 2 seconds, so branding needs to show up right away. Noted.
Using both formats together works even better. Mixed-format campaigns delivered stronger gains in ad awareness and brand awareness across the board.
Skippable ads also win points for user experience: 81% of Snapchatters say they like being able to skip, and Gen Z especially responds well to having that choice.
Non-skippable ads still have value, especially for building awareness and reaching new audiences—they just need to be entertaining.
So mix it up. Respect the scroll and entertain.
