Study: For Stand-Alone Video Ads, Mid-Length Is Best
The completion rate for stand-alone video ads of that length is at 32.2%, compared to 23.4% for ads longer than 1:30, and 17% for ads under 30 seconds. The assumption would be that the shortest ads would have the highest completion rates. "But what people seem to be saying is: 'we don't like 15-second TV-style spots or longer branded content, but rather short, interesting viral clips,'" said David Burch, communications director at TubeMogul.
The findings were based on a sample of 100 top video ad campaigns, spanning 19.7 million views primarily on YouTube from unpaid promotional videos and paid placements (click-to-play 300 x 250 units), and included brands such as Hyundai and Microsoft.
While the one-third completion rate for mid-length video ads may not sound so high in itself, it compares fairly well with non-ad content. Clips of network TV shows, for instance, have a finish rate of 37.8% -- and music videos, 28.5%, according to TubeMogul.
In-stream ads remain the dominant video ad format, however. Despite experimenting with other types of video ads, 35% of publishers said in-stream video ads produced the most revenue for their media business compared to other ad formats, according to first-quarter research released jointly last month by TubeMogul and Brightcove. Because viewers have to watch pre-rolls or mid-rolls to watch or continue watching a clip or full-length show, completion rates tend to be higher.
Chris Allen, vice president and director of video innovation at Starcom, said completion rates for 15-second and 30-second spots both tend to run 75% to 80%, whether in long- or short-form content. The Interactive Advertising Bureau has said video overall was the fastest-growing segment of U.S. online advertising last year, with revenue increasing 39% to $1 billion.
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Fascinating data that overturns the common perception that, online, shorter is always better. At Mixpo, our analysis of performance data based on 90 million impressions for 17 political and advocacy campaigns also shows that people ARE willing to spend time viewing online video ads. Read more here: http://x-blog.mixpo.com/2010/06/09/people-are-choosing-to-watch/