Snapchat commissioned MAGNA Global to conduct a study that included over 7,700 users on both mobile and desktop to get a better idea on how users react to varying video ad types.
Snapchat reports that regardless of length, full-screen vertical ads on the platform drove more than 2x's the lift in awareness than other platforms tested.
This data reveals that since these ads are only 6-seconds in length and less intrusive they tend to resonate with users.
These 6-second ads proved to be more persuasive than 15-second slots across all age groups within the testing pool.
It's important to note that Snapchat says these results are not universal across all campaign types. For brand launches Snapchat stated that 15-second ads tend to work better.
