{"id":604342,"date":"2024-01-11T18:36:57","date_gmt":"2024-01-11T15:36:57","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/tiktok-reports-non-skippable-video-ads-may-harm-engagement\/"},"modified":"2024-01-11T18:36:57","modified_gmt":"2024-01-11T15:36:57","slug":"tiktok-reports-non-skippable-video-ads-may-harm-engagement","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/tiktok-reports-non-skippable-video-ads-may-harm-engagement\/","title":{"rendered":"#TikTok reports non-skippable video ads may harm engagement"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28794d11d9c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28794d11d9c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/tiktok-reports-non-skippable-video-ads-may-harm-engagement\/#New_research_also_found_that_ad_duration_is_unlikely_to_impact_performance_but_ad_placement_will\" >New research also found that ad duration is unlikely to impact performance, but ad placement will.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"New_research_also_found_that_ad_duration_is_unlikely_to_impact_performance_but_ad_placement_will\"><\/span>New research also found that ad duration is unlikely to impact performance, but ad placement will.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nTikTok claims that non-skippable video ads may hinder engagement in a new report.<\/p>\n<p>Consumers are more likely to watch and engage with brand-sponsored videos when they have control over their experience, according to the study.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p><strong>Why we care. <\/strong>Engaging ads are essential for brand awareness, visibility, and conversions. If non-skippable ads are reducing engagement, it may be more effective to experiment with skippable ads to enhance viewer experience and improve campaign performance.<\/p>\n<p><strong>The stats.<\/strong> The TikTok study, which was conducted in conjunction with MAGNA <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Trials, a global media investment and intelligence company, found that:<\/p>\n<ul>\n<li>73%\u00a0of viewers agree that having the ability to skip videos makes them more engaged in the experience.<\/li>\n<li>56%<strong>\u00a0<\/strong>of viewers are more likely to actively watch videos sponsored by a brand when they have the option to skip.<\/li>\n<\/ul>\n<p><strong>Ad duration. <\/strong>TikTok added that while consumers tend to watch skippable ads for shorter durations, the distinction between the duration of skippable and non-skippable ads doesn\u2019t markedly impact viewership. A <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/business\/en\/blog\/power-of-tiktok-pulse\">separate study<\/a> conducted by the platform in collaboration with Media<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">Science<\/a> revealed that 50% of the impact from a TikTok ad occurs within the initial two seconds. This research also found that the first six seconds of an:<\/p>\n<ul>\n<li>Captures 90% cumulative impact on Ad Recall.<\/li>\n<li>Captures 80% cumulative impact on brand awareness.<\/li>\n<\/ul>\n<p><strong>Ad placement<\/strong>. Ads have a greater impact and are viewed longer when they are placed next to popular, relevant content, regardless of the platform, according to the MAGNA study. For instance, when placed alongside trending content, the same ad becomes more relevant to viewers, enhancing its effectiveness, increasing purchase intent by 9%.<\/p>\n<p><strong>What TikTok is saying.<\/strong> A TikTok spokesperson said in a statement:<\/p>\n<ul>\n<li>\u201cOn TikTok, every view is intentional because users can skip any video they choose, including ads. Forced view also isn\u2019t needed to create meaningful impact.\u201d<\/li>\n<li>\u201cTikTok\u2019s skippable formats perform on par with video-on-demand forced view formats across key metrics like brand favorability and purchase intent.\u201d<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive. <\/strong>Read the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/magnaglobal.com\/wp-content\/uploads\/2024\/01\/MAGNA-Media-Trials-x-TikTok-Inner-Workings-of-Digital-Video.pdf\">report<\/a> in full for more information.\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/tiktok-report-non-skippable-video-ads-436465\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research also found that ad duration is unlikely to impact performance, but ad placement will. TikTok claims that non-skippable video ads may hinder engagement in a new report. Consumers are more likely to watch and engage with brand-sponsored videos when they have control over their experience, according to the study. Why we care. Engaging&#8230;<\/p>\n","protected":false},"author":1,"featured_media":604343,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/09\/shutterstock_1634542249.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147878,107942,47912],"class_list":["post-604342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-paid-social","tag-ppc","tag-tiktok"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/604342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=604342"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/604342\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/604343"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=604342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=604342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=604342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}