Advertising attention and engagement vary by digital environment, whereas metrics like recall and persuasion are more consistent across these online destinations, a study has found.
This analysis – undertaken by Meta, the owner of Facebook and Instagram, alongside Bill Harvey Consulting and ad-testing firm Realeyes – utilized ads from five brands, and drew on a sample of 15 test “cells”, each containing around 300 participants, in reaching these conclusions.
The three digital environments tested in the analysis were:
- Feed: This category included in-feed ads on Facebook, Instagram and Twitter.
- Short-form:This ad category incorporated Instagram Stories and Reels, Snapchat...