Mixing it up: Diversifying ad formats to achieve more

Taylor Ward and Kara Manatt

Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.

Methodology

Advertising budgets are often understandably fixed, especially in the year 2020. This leaves most advertisers with the question: what can they do to achieve more with what they have?

Testing new publishers and creative sequencing may come to mind – however, these can introduce cost and resource implications. This made us think, can something as simple as diversifying video ad formats play a role in a campaign’s impact? In other words, does an advertiser going ‘all-in’ on a single ad format or spreading its budget across multiple ad formats have an effect on brand outcomes?

Understanding the impact of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands