Changes in video content consumption are causing companies to change video advertising strategies. For example, the rise in consumption of snack-sized content has popularized short video ads. In turn, long video ad formats are becoming more prevalent as companies begin to Cape- Verde Email List invest in personalized content destined for digital platforms. As advertisers are experimenting with video ads of varying lengths, they are faced with increasing complexity of what works most effectively.

To help clarify these questions, the YuMe company together with IPG Media Lab, present their latest research focused on the effectiveness of different lengths of video ads, across the micro and longer ad formats; devices and consumer perspective.

Main conclusions of the investigation

Ads work differently based on their duration, so developing a creative strategy based on the duration of the ad is critical.
Micro-ads have an advantage on smaller screens, where video occupies 100% of them and short content is the norm.
Millennials, being used to short content as they have grown up with it, respond better to micro-ads, and tend to be more likely to see higher-quality advertising and entertainment, than consumers of previous generations.
Shorter ads can serve as a quick reminder to boost established brand awareness. Longer advertising is better suited to educate about a new brand.
While each device works differently, persuasion metrics stick to the 15-second limit to get a hit.
“Research, conducted with Media Lab, shows that different video ad durations can be strategically implemented based on the individual needs of all brands in our portfolio,” according to Dan Langert, Senior Media

MillerCoors Manager. “This research supports the importance of message accuracy and duration depending on the device the consumer is using.”

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