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Research-backed creative recommendations for in-stream ads
See our updated creative recommendations for in-stream placements and learn how these best practices can help your ads break through.
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When it comes to driving results with in-stream ads on Facebook' platforms, small creative choices – from the size of the text to the closeness of the crop – can have a big impact.
Late last year, we shared some research-backed creative recommendations for editing TV spots for in-stream placements that can help ads break through. Since then, we've conducted an analysis to better understand how these best practices can boost performance. This work found that in-stream campaigns following the recommendations saw a 6.5-point higher ad recall lift.1
To help advertisers achieve strong results with their campaigns, we've updated our recommendations with additional learnings and launched Creative Guidance Navigator, a new tool of global creative best practices, brought together into a centralised, searchable, filterable place for the first time.
Here we'll recap the topline findings from our analysis, look at the updated recommendations for in-stream placements and explore how Creative Guidance Navigator can help make your ads more effective across our platforms.
Adopting best practices can drive better recall
To understand how adopting Facebook's creative recommendations affects performance, we conducted an analysis of nearly 100 in-stream reserve campaigns.
The analysis found that in-stream campaigns that followed the recommendations saw a 6.5-point higher ad recall lift, on average, compared with campaigns that did not.1 In other words, adopting our creative best practices can make in-stream campaigns more memorable.
Best practices can mean better recall for in-stream ads
If you want to drive results with in-stream ads, consider Facebook’s in-stream creative recommendations. In-stream reserve campaigns using these best practices1 saw 6.5 points higher ad recall lift on average compared to campaigns that did not.
Source: Internal US Facebook Brand Lift data, 1 October 2020 - 1 April 2021, n = 94 studies in the US across multiple verticals. Adoption is defined as employing at least three of the five published In-Stream creative recommendations by the highest delivering advertisement within the brand lift study. All brand lift studies analysed contained statistically significant ad recall data. Research findings do not guarantee future performance.
Best practices can mean better recall for in-stream ads
If you want to drive results with in-stream ads, consider Facebook’s in-stream creative recommendations. In-stream reserve campaigns using these best practices1 saw 6.5 points higher ad recall lift on average compared to campaigns that did not.
Source: Internal US Facebook Brand Lift data, 1 October 2020 - 1 April 2021, n = 94 studies in the US across multiple verticals. Adoption is defined as employing at least three of the five published In-Stream creative recommendations by the highest delivering advertisement within the brand lift study. All brand lift studies analysed contained statistically significant ad recall data. Research findings do not guarantee future performance.
Updated creative recommendations for in-stream placements
Our fresh look at in-stream creative approaches revealed a new learning on the timing of introducing human characters.
In television spots, characters often appear for the first time midway or even at the end of ads. Our analysis found that this tends not to be effective in in-stream ads on Facebook's platforms and that it's better to introduce characters early – ideally in the first three seconds. This helps to create an immediate connection with the viewer.
This suggestion to introduce characters early is now included in the creative recommendations. Our updated key creative recommendations for in-stream placements are:
In addition to these recommendations, also consider Facebook's broader digital creative best practices when developing your in-stream creative.
For example, including branding early and prominently – both visibly and audibly – can help boost ad performance in many settings, including for in-stream placements.
Bookmark this tool: Creative Guidance Navigator
Our recently launched Creative Guidance Navigator now brings together our global, research-backed creative recommendations into a centralised, searchable and filterable tool. Dive in and use these bite-sized insights to improve your creative and help drive better outcomes across our platforms. Bookmark this link: fb.me/CGN
Watch NowSource: Internal US Facebook Brand Lift data, 1 Oct 2020-1 Apr 2021, n = 94 studies. Campaigns analysed represent the US region across multiple verticals. All brand-lift studies analysed contained statistically significant ad recall data. Adoption is defined as employing at least three of the five published in-stream creative recommendations by the highest delivering ad within the brand-lift study. Research findings do not guarantee future performance.
What it means for marketers
Make your in-stream campaigns better with best practices.
Our analysis found that adopting Facebook's creative recommendations drives higher recall for in-stream placements.
Remember that broader best practices still apply.
In addition to adopting in-stream specific best practices, consider following our general recommendations to boost campaign performance.
Improving creative can boost performance.
Use the bite-sized, data-backed best practices in Creative Guidance Navigator to help drive better outcomes across Facebook platforms.
Facebook IQ is the home for insights powered by what unfolds on our platforms every day and foresight inspired by our view of what's on the horizon. Discover audience and planning and buying insights, as well as industry insights for your vertical. Explore interactive reports and insights tools to quickly find the data you need from our broad and frequently updated repository of internal data and commissioned research. We're here to help you fuel more effective marketing and advertising by staying up to date with the latest consumer behaviour trends and market research.
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