Tuesday 8th July 2025, Dubai, UAE – A new study by MAGNA, the media intelligence unit of IPG Mediabrands, in collaboration with Snap, demonstrates that brands employing a strategic mix of skippable and non-skippable ad formats achieve superior results compared to single-format approaches. The research proves particularly relevant for MENA markets, where digital consumption patterns and audience expectations continue to evolve rapidly.
The findings published in the latest MAGNA Media Trials report – “Format Functionality: A Global Report on Diversifying Ad Mix” – reveals that mixed formats deliver 2x the impact on brand preference compared to single-format approaches (+6-pts lift versus +3-pts). For Gen Z audiences specifically, the mixed format approach proves highly effective at helping brands appeal to them, generating a +9-pts appeal lift and +5-pts attention increase, compared to non-skippable ads alone which achieved +6-pts for appeal and no measurable attention impact.
“We enjoy engaging in robust research like this that allows us to explore user trends and brand impact across multiple markets and industries,” said Kara Manatt, Executive Vice President, Intelligence Solutions, MAGNA. “Ultimately, our goal through Media Trials is to enhance the playbook for any marketer working with the ad formats and strategies that we test. As the debate on skippable versus non-skippable ads continues, we’ve proven a “yes and” approach can be effective for advertisers.”
Other Key Research Findings
The study revealed several critical findings that reshape how marketers should approach advertising formats:
“Our work with MAGNA reinforced the importance of diversifying the ad mix for advertisers on Snapchat, and it’s now a key fixture of our best practices,” commented Aarti Bhaskaran, Global Head of Research & Insights, Snapchat. “Both skippable ads – which can be skipped immediately – and non-skippable ads – which can be skipped after six seconds – play a vital role in balancing user experience with advertiser impact. And with our takeover products, advertisers can deliver that powerful first exposure in a non-skippable format, supercharging performance.”
MENA Market Implications
The study uncovered significant regional nuances that inform advertising strategies across MENA markets. In Saudi Arabia, 86% of users appreciate the control offered by skippable ads – the highest rate globally alongside the UK – while simultaneously showing sensitivity to brand frequency, with nearly half skipping ads from over-exposed brands.
“We’re witnessing a fundamental shift across the region, where consumers are increasingly selective about content consumption as personalisation has raised expectations for relevance and quality,” said Lara Arbid, CEO, MAGNA Global MENA. “While brands have been adopting multi-platform strategies for years, it is essential for them to understand the benefits of multi-ad format tactics. This global report with Snap reinforces the importance of strategic format mixing beyond ad performance – it’s about building sustainable audience relationships where respect for user experience directly drives business success in established and digital-savvy markets like KSA.”
Strategic Recommendations for Marketers
The research provides clear guidance for advertisers seeking to optimise their format strategies. A balanced mix of skippable and non-skippable formats maintains audience engagement while driving brand performance. Marketers should prioritise entertaining content – whether creator-driven, user-generated, or educational – and leverage the power of first impressions through strategic placement of non-skippable formats.
The study emphasises that user experience remains paramount in driving customer acquisition, with platform users consistently rewarding brands that respect their viewing preferences while delivering compelling content.
Research Methodology
The comprehensive study was conducted across five countries – Canada, France, Saudi Arabia, the United Kingdom, and the United States – with regular weekly Snapchat users aged 18-45. Ads were served within the Discovery Content tile, testing brands across nine industry verticals including retail, fitness, and streaming services. The methodology compared 100% skippable ads against non-skippable formats featuring six seconds of forced viewing, with randomised order testing to ensure statistical validity.
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