MAGNA Media Trials and Warner Bros. Discovery Study Highlights How Shoppable TV Ads Turn Viewers into Buyers

NEW YORK, NY – NOVEMBER 12, 2025 — As audiences increasingly stream their favorite shows and movies, TV advertising continues to evolve in bridging entertainment and commerce in new ways. Even as viewers express strong interest in buying products they see on TV, many still find it difficult to take that next step.

To better understand how advertisers can close that gap, MAGNA Media Trials, in partnership with Warner Bros. Discovery, released “Closing the Gap: How Marketers Can Convert TV Buzz into Brand Action,” a new study that explores how the methodology from Shop HBO Max can help brands turn viewer interest into purchase.

“We’re living in the age of relevance, where timing, context, and convenience define the consumer experience,” said Derek Gatts, VP Ad Strategy and Innovation, Warner Bros. Discovery. “With Shop HBO Max, we’re connecting premium storytelling and intuitive shopping in the exact moment of inspiration, turning engagement into action. That’s why WBD continues to lead in shoppable entertainment, helping brands meet audiences where they are, when it matters most.”

With advertising playing a pivotal role in connecting brands with their audiences, marketers need every impression to work harder, especially on high reach touchpoints like TV. This research reveals how TV advertising can meet that challenge by turning viewer interest into tangible results.

The study findings demonstrate that shoppable ads on TV make a meaningful impact on key metrics, boosting brand interest (+9 pts for familiar brands and +14 pts for unfamiliar brands), improving brand favorability (+9 pts for familiar brands), and highlighting product attributes (+16 pts for unfamiliar brands).

Key takeaways from the study include:

  • Today’s TV viewers are not just watching—they’re buying. 64% of streamers say they’ve purchased a product after seeing it in a TV ad (“often” or “occasionally”).
  • Younger audiences move fast in making purchases. Gen Z and Millennials are significantly more likely to make same-day purchases after seeing a TV ad, proving that immediacy drives action.
  • Mobile has become the go-to device for shopping inspired by TV, with 63% of viewers preferring to buy on their phones. Shop HBO Max help bridge the gap by making that experience seamless: 82% say shoppable ads make buying easier, and 54% have already made purchases from a shoppable ad.
  • Context matters: shoppable ads that align with surrounding content boost viewer excitement. When brands lean into the natural connection between programming and product, viewer excitement rises by 11 points — from 58% for non-contextual ads to 69% for contextually aligned ones

 

From Insights to Action: What marketers can do right now:

  • Shoppable ad formats resonate across categories, not just retail and CPG but also travel (80%) and finance (73%) demonstrating the power to turn passive viewers into active buyers, enhancing both utility and engagement with ads.
  • 50% of viewers have experienced frustration trying to find products they’ve seen on TV, there is still room for brands to get creative and find innovative ways to connect with consumers through this ad format.
  • According to the MAGNA and Warner Bros. Discovery Shop HBO Max study, brands whose products naturally fit the moment and present an ad experience that feels organic and compelling, have a chance to win over their audiences, boosting areas like purchase intent (13-point lift) and brand favorability (69%) through highly effective ads.

 

To learn more and read the full MAGNA Media Trials report, click here.

ABOUT MAGNA
MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

 
ABOUT WARNER BROS. DISCOVERY  
Warner Bros. Discovery is a leading global media and entertainment company that creates and distributes the world’s most differentiated and complete portfolio of branded content across television, film, streaming and gaming. Warner Bros. Discovery inspires, informs and entertains audiences worldwide through its iconic brands and products including: Discovery Channel, HBO Max, discovery+, CNN, DC, TNT Sports, Eurosport, HBO, HGTV, Food Network, OWN, Investigation Discovery, TLC, Magnolia Network, TNT, TBS, truTV, Travel Channel, Animal Planet, Science Channel, Warner Bros. Motion Picture Group, Warner Bros. Television Group, Warner Bros. Pictures Animation, Warner Bros. Games, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies, Discovery en Español, Hogar de HGTV and others. For more information, please visit www.wbd.com.

 

Press Contacts

Jazmin Brooks
IPG Mediabrands
[email protected]

Suzette Meade
IPG Mediabrands
[email protected]

MAGNA Media Trials and The Shade Room Reveal How Black Culture Shapes Modern Brand Strategy

New global study explores the cultural, digital, and commercial impact of Black influence across the U.S., U.K., and Nigeria

NEW YORK, NY – AUGUST 19, 2025 — Black culture has long been the driving force behind what’s next —setting trends across music, food, fashion, technology, and more. Today, MAGNA Media Trials, in partnership with The Shade Room, the most engaged media platform covering Black culture, releases “Cultural Capital: What Black Culture Means for Modern Brands,” a global study that explores how Black culture influences consumer behavior and what it means for brands aiming to connect with today’s consumers.

Fielded among adults 18+ who regularly use social media in the U.S., U.K., and Nigeria, the study reveals the outsized role of Black cultural influence, particularly among Gen Z and Millennials. Respondents identified Black culture as bold (89%), expressive (89%), proud (89%), creative (89%), and authentic (87%) traits that fuel its cultural power and relevance.

Social media is the leading platform where consumers engage with Black culture (66%), followed by television (49%) and online websites (27%), making digital platforms key to brand discovery and connection.

The research also found that people are drawn to Black culture not only through identity, but through perspective as well. Curiosity, creativity, and a strong sense of community are the top reasons consumers look to Black culture for trends or inspiration. When engaging with Black-led platforms, audiences want dialogue, not monologue—expecting brands to listen, respond, and participate in meaningful, authentic ways.

“This research reinforces that cultural relevance is essential for meaningful brand connection,” said Kara Manatt, EVP, Intelligence Solutions at MAGNA. “When brands consistently show up in culturally relevant spaces, they earn deeper audience trust and respect.”

Key findings from the report include:

    • Digital Influence Drives Purchases: 78% of U.S. and U.K. respondents—and 99% of Nigerians—have considered buying a product after seeing it discussed by Black creators, communities, or platforms online.
    • Brand Presence Lags Behind Cultural Impact: Significant gaps exist between cultural inspiration and brand investment. For example, there’s a 42-point gap in the food category between consumers who seek food inspiration from Black culture and those who see food brands advertising on Black-led platforms.
    • Consistency Builds Credibility: 80% of Black audiences want brands to show up all year, not just during Black History Month, and value brands that are bold, vocal, and invested long-term.
    • Bold Mistakes Over Safe Silence: In the US, 67% of Black audiences prefer a brand that speaks up, but sometimes gets it wrong, compared to 33% who prefer a brand that stays quiet and plays it safe when it comes to engaging with Black communities online

“Black culture has always been at the center of what’s next, setting the trends that move mainstream culture forward,” said Angie Nwandu, Founder and CEO of The Shade Room. “This study shows that when it comes to consumer behavior, the influence starts here. The conversations, creativity, and community that shape global tastes are happening on platforms like TSR and with creators rooted in Black culture. The data makes it clear: brands that aren’t showing up in these spaces are leaving impact, and opportunity, on the table.

To learn more and read the full MAGNA Media Trials report, please click here.

 

ABOUT MAGNA

MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

ABOUT THE SHADE ROOM

Founded in 2014, The Shade Room (TSR) is one of the most influential media platforms in digital culture. With over 46 million followers, TSR has redefined how entertainment, news, and cultural conversations unfold online. Known for sparking viral moments and real-time dialogue, TSR amplifies Black voices and drives trends across entertainment, fashion, beauty, and more. Its deep audience connection and cultural insight make TSR a trusted partner for brands looking to engage with purpose and relevance.

MAGNA Media Trials and DIRECTV Advertising Uncover Untapped Value in Pause Ads

NEW YORK, NEW YORK – JULY 21, 2025 — While advertisers have long focused on placing ads during traditional commercial breaks, a new opportunity is continuing to gain momentum: pause ads. These are ads that appear when viewers hit the pause button while watching TV. Pausing isn’t just a momentary stop in the content – it’s often an intentional act that signals ongoing viewer engagement.

In a new study, “The Pause: Reaching TV Viewers During Can’t-Miss Moments,” MAGNA Media Trials and DIRECTV Advertising explore the dynamics of pause behavior and the opportunity it presents for advertisers. Drawing from media diaries and viewer sentiment, the findings show that pause ads are welcomed and noticed across genres.

“As viewers, we pause for various reasons whether it be to grab a snack, check a message, or process what just happened on screen, but what remains consistent is that we’re still engaged,” said Kara Manatt, EVP, Intelligence Solutions at MAGNA. “That’s a valuable moment for brands to stay top of mind.”

The study found that pausing is nearly universal across both streaming and linear TV and occurs across genres including live sports and scripted entertainment. Most viewers don’t leave the room during a pause — more than one-third remain seated, and the majority stay paused for over 30 seconds. Importantly, most viewers surveyed prefer a pause ad over a frozen screen, with particular openness to view ads from categories like food, retail, and entertainment.

Key Findings include:

    • Pause reflects interest, not interruption: 81% of viewers say they pause to avoid missing what they’re watching. Interestingly, pausing can also be an indication of co-viewing, as people reported pausing to wait for someone else to join them to watch together.
    • Broad generational openness to pause ads: A large majority of viewers across all age groups were receptive to ads while paused – including Gen Z (75%), Millennials (76%), Gen X (72%), and Boomers (59%).
    • Timely and useful ads stand out: Pause ads related to food delivery (91%) and special deals (89%) were especially likely to be noticed, suggesting a great opportunity for shoppable ads.
    • A compelling option for product launches: 65% of viewers said they were more likely to notice a pause ad if it revealed something new – with even higher interest among Gen Z (69%) and Millennials (67%)

“This latest research shows that pausing is the exact opposite of disengaging. People pause because they are highly engaged in the content they’re watching and either don’t want to miss it, don’t want someone else in the household to miss it, or want to rewind and watch it again to make sure they caught everything,” said Drew Groner, senior vice president, head of sales & marketing, DIRECTV Advertising. “And now that pause ads can be bought programmatically, it’s easier than ever for brands to reach viewers during those can’t-miss moments.”

As viewing habits evolve, pause moments represent an evolving and promising space for advertisers to connect with audiences during a moment of focus and receptivity.

To learn more and read the full MAGNA Media Trials report, please click here.


ABOUT MAGNA

MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About DIRECTV Advertising

DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry-leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

DIRECTV Advertising introduced the Pause Ad format and helped establish it as a high-impact unit, earning an Emmy in 2024 for its non-disruptive approach.

Learn more at www.directvadvertising.com.

Press Contacts:

Jazmin Brooks
IPG Mediabrands
[email protected]

Suzette Meade
IPG Mediabrands
[email protected]

Amy Jane Finnerty
DIRECTV Advertising
[email protected]

 

 

Snapchat Shares Notes on the Effectiveness of Skippable Versus Non-Skippable Ads

Published on Social Media Today

Snapchat has published a new report which looks at the overall effectiveness of skippable versus non-skippable ads, and how Snap users respond to each, in order to help guide placement decisions.

Snapchat offers both options, with Snap’s “Standard Commercials” (3 to 6 seconds) being non-skippable, and “Extended Play Commercials (7 to 180 seconds) being skippable after the first six seconds.

So you have the option to choose differing approaches, with this new data helping to guide your thinking on what’s most effective for your brand.

The report is based on a study of 4,800 Snapchat users, conducted by Magna Media Trials. You can download the full report here, but in this post, we’ll take a look at some of the key notes.

First off, the response data shows that both skippable and non-Skippable ads can drive ad recall quickly.

As per Snap:

“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.”

As you can see in this chart, non-skippable ads drive slightly better recall overall, but both follow a similar attention curve.

The difference would be that when users have to sit through the whole thing, that would presumably lead to improved recall overall, though Snap’s data suggests that a mixed approach is best:

“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.”

I mean Snap would want you to spend more on a broader ad approach, so this better aligns with its business aims. But looking at the data, the info does suggest that if you had to choose, non-skippable leads to better recall.

Though that also depends on sentiment, which relates to ad frequency, content, etc.

And the data shows that Snap users prefer the option to skip:

So it’s balancing those findings, which, again, depends on the campaign itself in large part.

Snapchat has also provided an overview of an optimal ad approach, incorporating these findings:

There are some interesting notes here around retention and ad engagement, though I do think the key point is that it really depends on the ad, and how relevant/valuable/annoying it is, in relation to viewer response.

So while the data shows that non-skippable ads are seemingly slightly better for ad recall, that rec

all won’t necessarily be positive, and users would prefer the option to skip.

Make of that what you will.

You can read the full Snapchat/Magna “Format Functionality” report here.

 

Read the Article on Social Media Today

 

Read the Full Study

TO MIX OR NOT TO MIX? MAGNA AND SNAP TEAM UP TO ANSWER THE QUESTION FOR BRANDS ON SKIPPABLE VS. NON-SKIPPABLE ADS

New global research highlights user preferences and impact on brand KPIs  

NEW YORK, NY – June 5, 2025 – Across nine industry verticals and five countries, new research points to a mixed ad format strategy of skippable and non-skippable ads as the way to go for brands looking to drive key performance metrics like interest and preference. MAGNA, the media intelligence unit of IPG Mediabrands, collaborated with Snap on experimental design testing and user surveys to understand the impact of using skippable and non-skippable independently versus combined.  

The findings published in the latest MAGNA Media Trials report – “Format Functionality: A Global Report on Diversifying Ad Mix” – revealed that mixing formats yielded 2x the impact on brand preference compared to a single format (+6 pts. Δ versus +3 pts. Δ). And when it comes to Gen Z, the mixed format approach was highly effective at helping brands appeal to them (+9 pts. Δ) and grabbing their attention (+5 pts. Δ), compared to non-skippable ads alone (+6 pts. and no impact, respectively).   

“We enjoy engaging in robust research like this that allows us to explore user trends and brand impact across multiple markets and industries,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “Ultimately, our goal through Media Trials is to enhance the playbook for any marketer working with the ad formats and strategies that we test. As the debate on skippable versus non-skippable ads continues, we’ve proven a “yes and” approach can be effective for advertisers.” 

What we learned: 

    • 81% of participants globally appreciated the control offered by skippable ads, with users in the UK and KSA (86% in both) liking this option the most of all markets. 
    • Marketers can influence engagement by knowing what makes users skip ads. In France and UK (both 41%), people skip when an ad is too long, while users in Canada (48%) and the U.S. (51%) fast forward when ads aren’t relevant to them.  
    • Brands that create entertaining ad content can win with non-skippable ads, as 64% of participants across the markets don’t mind watching a full ad in this case. 
    • Keep ad position top-of-mind. The 1st exposure for a skippable ad with 100% completion more than doubles the lift on purchase consideration and brand favorability and boosts brand preference by 3x, compared to the 2nd ad exposure. 

 

“Our work with MAGNA reinforced the importance of diversifying the ad mix for advertisers on Snapchat, and it’s now a key fixture of our best practices,” commented Aarti Bhaskaran, Global Head of Research & Insights. “Both skippable ads – which can be skipped immediately – and non-skippable ads – which can be skipped after six seconds – play a vital role in balancing user experience with advertiser impact. And with our takeover products, advertisers can deliver that powerful first exposure in a non-skippable format, supercharging performance.” 

Putting it into action 

Marketers have a range of strategic choices when it comes to skippable and non-skippable ads. However, a balanced mix of both keeps things fresh and fuels brand interest and preference. When in doubt, delegate the decision. Platform users reward brands by not skipping ads when they are given the option. Remember to serve entertaining content, whether it be from creators, UGC, passion driven, or fun educational content, and don’t be afraid to put the brand upfront with clear messages to aid recall. And finally, an overall positive user experience is key to driving customer acquisition.  

Methodology 

Ads were served within the Discovery Content tile on Snapchat and assessed branding, frequency, and ad length. Skippable ads were 100% skippable, non-skippable ads had 6-seconds of forced viewing then skippable, and the order was randomized in mixed format testing. Research was conducted in Canada, France, Saudi Arabia (KSA), United Kingdom (UK), and the United States (U.S.) with regular weekly users on the platform aged 18-45. Ads from brands across nine industry verticals were tested including retail, fitness, streaming services, etc. 

To learn more and read the full MAGNA Media Trials report, please click here.   

About MAGNA
MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn. 

About Snap Inc.  

Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles. For more information, visit snap.com.
 

Press Contacts:  

Suzette Meade
IPG Mediabrands
[email protected]