Research Test Ads Provide Insights Regarding What Ad Lengths Work Best Across Device and Location
Shifts in the way people consume video content are changing how marketers strategize about video advertising. Increased consumption of snack-sized content, for example, has made shorter video ad formats more popular. Concurrently, longer video ad formats have become increasingly prevalent as marketers start to invest in custom content created for digital platforms. While marketers are clearly experimenting with new video ad lengths, they are faced with increasing complexity about what works most effectively.
To help address these questions, today, YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise and IPG Media Lab, the creative technology arm of IPG Mediabrands, unveil our latest joint research, addressing the effectiveness of different video ad lengths, looking at micro and longer form ad formats, devices and consumer perspective. Key findings include:
- Ads perform differently based on length – developing a creative length strategy is imperative for success
- Micro ads have a leg up on smaller screens, where video takes up 100% of screen real estate and short content is the norm
- Having grown up with short form content, millennials respond best to micro ads, and also tend to see them as higher quality and more enjoyable than older consumers do
- Shorter ads can serve as a quick reminder of established brands to drive top-of-mind awareness and longer ads can be employed to educate about a new brand
- While every device performs differently, the 15 second mark is the shortest amount of time for making an impact on persuasion metrics