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Video ads that are optimized for Twitter are far more effective than repurposed television commercials, according to a new study by GroupM, which was commissioned by the social network.

Twitter and GroupM shared the following best practices for optimizing video for the social network: Include upfront branding, create ads that are effective even when the sound is off and, most important, make an impact in the first three seconds.

GroupM used eye-tracking and facial-coding technology from EyeSee and exposed Twitter users who were recruited online to either the TV spot or the Twitter-optimized video, tracking the results.

Those users were also prompted to complete a virtual shopping task so that GroupM and Twitter could analyze their purchase intent.

GroupM found that 97 percent of respondents saw the Twitter-optimized video ad, versus 94 percent for the TV commercial, pointing out that while the 3 percent difference may not seem like a lot, it actually translates into several thousand more people seeing ads.

Twitter-optimized ads proved to be more memorable, as well, with GroupM finding that they tallied 19 percent more unaided recall and 6 percent more message association than television spots.

GroupM and Twitter said more than one-half of respondents exposed to Twitter-optimized video ads correctly associated the brand to its message, adding that those optimized videos drove 33 percent more emotional engagement than non-optimized videos did.

Finally, the study found that 76 percent of participants exposed to the Twitter-optimized videos held favorable views of the brand, while 77 percent found the brand likeable and 71 percent found it to be credible.

Twitter/GroupM

Twitter said in a blog post, “After spending months creating and fine-tuning a TV commercial, advertisers are understandably proud of their work. But many make the mistake of taking an ad built for TV and running it, unedited, on Twitter. Every medium, including Twitter, has its own best practices for shaping the message within. Because TV and Twitter capture attention and convey information in different ways, video that works on TV won’t necessarily work on Twitter.”

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