Unlocking the long-term power of short-form video advertising 2.0

Room 2 | 12:20 pm - 12:50 pm | Tuesday, October 11, 2022

TikTok’s newest research studies in the U.K. and the U.S. leveraged multiple approaches to unpack the relationship between attention to short-form advertising and long-term brand-building opportunities. A variety of research methods ultimately produced varying outputs to quantify how viewers engage with short-form advertising and how brands can measure and optimize the long-term impact of advertising on social and video platforms.

Brands underestimate the power of short-form video advertising – and there is opportunity to cultivate lasting relationships with consumers on video and social platforms. TikTok explored this in U.K.–based and U.S.–based studies, each with multiple research methodologies to compare and contrast outcomes. The research utilized neuroscience, attention, longitudinal, implicit and quantitative metrics to explore short and long-term brand building effects across platforms. Both studies provide evidence that there is a correlation between attention to ads, their ability to engage viewers, and the lasting connection a brand can make with a viewer.

Note: Phase one of this research was presented at Quirk’s Event New York, this presentation includes phase two and the new results from another market, with different methodology and different results.

Key takeaways:

1. Quantifies and proves the impact of short-form advertising on viewers.
2. Explores how attention and emotional responses correspond to brand recall and affinity.
3. Unpacks long-term impact for brands: how brands can build loyalty with short-form advertising.

Topics covered:

• Social media research.
• Hybrid/mixed methods (qual, quant, mobile, SM).
• Emotional measurement (neuroscience/eye-tracking).
• Mobile research.
• Storytelling/data interpretation.

Advertising Presentation by End-Client Research Report