TikTok: skippable ads can be just as effective as non-skippable ads

Skippable ads can be just as effective as non-skippable ads, if not more so, shows a recent study conducted by IPG's MAGNA Media Trials in collaboration with TikTok.

The study found that viewers are more likely to watch and engage with brand-sponsored videos when they have more control over their experience. This is because skippable ads allow viewers to filter out content that doesn't interest them, increasing the likelihood that they will see and engage with ads that are relevant to their interests.

The report, which examined 36 brands across 3 verticals (CPG, Media & Entertainment, and Retail) and 6 countries, reveals valuable insights about TikTok's content halo; the power of skippable video; and how showing up next to trending, contextual and brand suitable content drives impact.