Revisiting the Inner Workings of Digital Video

19 January 2024


The MAGNA Media Trials Team, in partnership with TikTok, developed a study that skippable video ads on mobile video apps such as TikTok are more effective and require only a quarter of the viewing time of forced-viewing ads running on the mobile apps of on-demand TV content.

“Allowing users more control over their ad experiences – in this case, the ability to skip – doesn’t hurt performance. It in fact helps,” added MAGNA Executive Vice President of Intelligence Solutions Kara Manatt.

The MAGNA/TikTok market trial surveyed 12,655 individuals aged 18-54 across six countries (U.S., U.K., Australia, Canada, Germany and France).

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