30-60 Second Video Ads Top Engagement; 1-2 Minute Spots Top Viewing17 Oct, 2012 By: Doug McPherson
NEW YORK – A new study reveals that brands are growing more sophisticated in how they’re using online video ads, moving from vague metrics like “viral pass-along” to a focus on tangible results like website visits. The most recent set of data, says the report from Jun Group, shows some important shifts, both in how advertisers are thinking about online video and how consumers are responding.
Until recently, the study found that most online video ads were simple 15-second pre-roll spots placed before a video consumers want to watch. The problem: the ads are interruptive and force viewers to sit through the unwelcomed and often irrelevant messaging. Not surprisingly, consumers resent them.
The study says that while Facebook still plays a dominant role in the post-view engagement process, its influence is declining as consumers forgo the site in favor of visiting a brand’s website. Visits to a brand’s Facebook page are still the most popular form of engagement, but the study shows that activity has dropped by 9 percent during the past year, and visits to the advertiser’s website rose by more than 20 percent. And when consumers do visit those sites, they often use store locator guides, learn about the brand and download recipes and coupons.
Jun Group says targeting, using a pre-screening question to identify an individual’s interests or affi¬nities, makes users 13 percent more likely to engage in a post-view activity. Examples: “Do you own a cat?” “Do you enjoy cooking?” or “Are you in the market for a new car?”
As for video ad length for opt-in efforts, the report finds length has less impact on a completion rates than anticipated. The completion rate for ads longer two minutes dips to just 87 percent, as compared to 98 percent for 30-second ads. In addition, across all of the campaigns studied, 70 percent of all views came from videos longer than one minute.
Last year, videos longer than one minute long drove the most engagement at 4 percent. This year, videos 30-60 seconds long drove the most interaction, countering the widely held assumption that 15-second videos deliver the highest performance. The study also found consumers older than 55 are most likely to engage and those ages 18-34 are the least likely to engage.