Using multiple video ad formats is more effective in terms of boosting brand and product awareness on Twitter than using a single video ad – according to a new research report. 

As part of the test, Twitter utilised a combination of its own video ad formats (First View, pre-roll and Promoted Video) across six industries and 136 different scenarios. It found that using three different formats delivers a 13% increase in awareness, 6x the impact on research intent and 2x the interest in purchase intent, when compared to a single format using the same budget.

This isn’t surprising – but does validate the idea that it is worth the extra effort to edit multiple assets and to manage multiple smaller ads, rather than simply putting all the budget behind a single video.