To mix or not to mix? That’s the question Magna Global, in partnership with Snap, set out to answer about skippable and non-skippable ads on Snapchat.

It turns out that a mixed ad format strategy is the best option for brand performance, according to the research conducted by Magna, the media intelligence unit of IPG Mediabrands.

The report assessed the impact of using 100% skippable ads and non-skippable ads (six seconds of forced viewing), both independently and in randomized combination. The research was conducted in Canada, France, Saudi Arabia, the U.K. and the U.S. with adults 18 to 45 that use Snapchat once a week. Ads from brands across nine industry verticals were tested, including retail, fitness and streaming services.

Mixing formats generated twice the impact on brand performance versus a single ad type, the report found. 

In particular, the mixed-format approach was highly effective at helping brands appeal to Gen Z, with a 9% higher result compared to the control group. The mixed-format approach grabbed Gen Z attention 5% more than non-skippable ads alone.

“As the debate on skippable versus non-skippable ads continues, we’ve proven a ‘yes and’ approach can be effective for advertisers,” Leanne Burnett-Wood, president of Magna Canada, said in a statement. “A balanced mix keeps things fresh, fueling a positive brand experience – which, ultimately, drives customer acquisition and preference.”

Skippable ads were generally preferred by those surveyed – 81% overall, while 78% of Canadian participants said they appreciated the control of skippable ads and that they weren’t forced to watch the full ad.

Message recall is slightly higher with consumers exposed to the skippable ad, at 11% compared to 6% for the non-skippable ad.

Of the Canadian participants, 48% gave “not relevant” as their top reason for skipping ads.

Brands that create entertaining ad content can be successful using non-skippable ads, as 64% of participants across all the surveyed markets, and 61% of Canadian participants, said they don’t mind watching a full ad if it’s entertaining. 

Ad position is also important. The first exposure for a skippable ad with 100% completion more than doubles the lift on purchase consideration and brand favourability, and boosts brand preference by three times compared to the second ad exposure.

The report concludes that a balanced mix of skippable and non-skippable ads keeps things fresh and fuels both brand interest and preference.