MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, its creative technology arm, today announced the results of a scientific media trial that analyzed audience behaviors around ad skipping and identified critical steps to help advertisers maximize the impact of their skippable video ad campaigns.
The report, entitled Turbo Charging Your Skippable Pre-Roll Campaign, used experimental design to replicate online video experiences in order to measure attention, emotional response, and impact on traditional brand metrics for skippable pre-roll ads. The study involved over 11,000 consumers and 23 types of ads along 8 different industry verticals to reach widespread conclusions for the advertising industry as a whole.
