ComScore have said it. IAB have said it. 15 seconds is KING.
In the IAB Digital Video Ad Effectiveness Case Study (2008) a comparison was done of 5, 15 and 30 second online video ads. 5 second ads were said to have the weakest level of breakthrough and were most difficult to understand. Meanwhile 30 second ads were said to be the most persuasive of all three, have the highest likelihood of being shared online and allow the communication of emotional benefits/more complex messages. It was noted that video ads of this duration aren’t that effective for pre-roll and work best in user-initiated placements.
15 second ads were deemed to have the highest level of engagement, be the easiest understood, have the highest brand association and be the most efficient in terms of cost vs. creative results. They were also credited to be the most effective for pre-roll.
Instagram’s 15 second addition
Only a month after the launch of video for Instagram and twice as many top 100 brands use instagram video as they do Vine. Vine allows users to create 6 second videos, a new format in itself, but judging by the lack of uptake by top advertisers, 6 seconds just isn’t enough time to convey a clear message. As was suggested by IAB’s study, this short format may work for very simple communication strategies or also could be suitable for sequencing.
In short, 15 seconds is the best choice for both an effective & efficient online video ad but if you are looking to convey more complex messages or emotions in your video, best go with 30 seconds.
- 15 seconds most effective for online video ads (viddyad.com)
- comScore report “immense opportunity” for online video ads to grow (viddyad.com)
- YouTube TrueView Video Ads (epiphanysearch.co.uk)
- Research: Original Web Video Ads Outperform TV Shovelware (beet.tv)
- 5 Trends of Online Video Advertising (viddyad.com)
- Reaching Automotive Consumers Online with Google Advertising and Online Video Ads (YouTube) (firstdigital.co.nz)
- The changing Video Ad landscape ad social networking (viddyad.com)