Testing Headline
& Caption Style
Three variations of headline lengths with a
diverse set of five message types were tested in
our study.
This was to identify the highest impact
communications style among shoppers and the
main drivers for consumer engagement and
attention with native advertisements.
Headline Length Types
4 - 6 Words
Less than 3 Words
6+ Words
Message Types
Aspirational
Brand in Headline
Targeted Gifting
Discounts
Limited Time Offer
