Thursday, October 18, 2012

Is there a magic length for effective online video ads?

For advertisers, we are constantly looking for new ways to reach the consumers in an unobtrusive way that is still engaging. Once a media platform is decided, the next step is to figure out how best to present the product/service to the audience.

For example, let’s take video pre-roll ads. Advertisers can buy various time lengths in hopes of informing the consumer and encouraging a call to action. But, is there a key time length that all advertisers must abide by?

The Center for Media Research released information on a study conducted by Jun Group. The study focused on how users react to the pre-roll video content. A highlight is that video completion varies with the length of the ad. A :15 spot had a 99% completion rate, :30 had 98%, :60 had 92%, :90 had 90%, and 2 minutes+ had 87% completion.

Even though the completion rate was higher with :15 ads, the consumer engagement was lower than a video between :30 and :60 seconds. In fact, the interactive level was about the same for both the :15 and :60 - :120 category. Engagement levels were also higher with the 55+ age demographic. Interestingly enough, the 18-34 category was the least likely to engage in video content.

What can advertisers take away from this? First of all, the thought that :15 spots are the absolute best length isn’t entirely true. While it has a highest completion rate, the engagement isn’t. Advertisers must strike a balance between who the consumer is, where they are viewing online video content, what the creative message is, and how long it takes to get the message across effectively.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

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