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Facebook Thumbstopper ads can help brands save 40% on PnL

These ads can lead to 11.3% increase in recall value and 5.4% increase in brand income

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MUMBAI: Brands and agencies advocated for Facebook’s 10-second-long ad format at the inaugural Thumbstoppers Summit, organised in Mumbai on 9 October in the presence of representatives of all the top industry players from the country including creative magnates like Wunderman Thompson, Ogilvy, Dentsu Aegis Network and brands like Vodafone and Hindustan Unilever.

Speaking at the event, Unilever general manager-media (South Asia) Gauravjeet Singh said that shorter ad formats like these can help the brands do 40 per cent savings on PnL.

Facebook India director and head, global marketing solutions (GMS), Facebook India Sandeep Bhushan mentioned that shorter ad formats of around 10 seconds, which can work without sound with the first frame that can insist the user to click and provide consistent branding, have the ability to garner an 11.3 per cent increase in recall value and 5.4 per cent increase in brand income.

The event saw the presence of creators like rapper Naezy, and film producers and directors Kiran Rao & Zoya Akhtar who talked about the importance of good content and shorter ad formats.

Rao shared that it seemed a little difficult and exciting to create stories within 8-10 seconds when she first started working on this Facebook initiative in the month of February this year, but during the course she realised that the focus has to be on that one moment of emotion that captures audience attention.

Thumbstoppers is an industry-first program in partnership with leaders from the advertising industry - Wunderman Thompson, Ogilvy, Leo Burnett, McCann MullenLowe Lintas Group, and Dentsu Aegis Network. In the last five months, almost 1000 creative professionals have been trained from 56 agencies to help drive effective business results for their clients, and cater to wider consumer sentiment.

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