Advertising formats that are perceived best.

Short-form video remains the most effective format, with 33% of the audience responding to it best. This is logical: fast consumption, clear messaging, and minimal effort for the viewer. Messaging in messengers ranks second (20%), driven by personalization and direct communication.

Stories on social media (15%) and interactive formats (14%) form a separate group where not only the message but also the mode of interaction matters. At the same time, classic display banners hold steady at 14%, confirming their stable role in the media mix.

Influencer advertising (12%) and native formats in articles and posts (8%) appear less effective in terms of perception than is often assumed.

Meanwhile, 18% do not respond to advertising at all, regardless of format.

This leads to an important conclusion: it’s not only about what you say, but also how you deliver it.

Are we overestimating certain “trendy” formats while overlooking those that actually work?

Data processed by Media Systems