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

June 5, 2025 // Press Releases

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]