• by Wayne Friedman , Staff Writer, July 1, 2015

More variations on a commercial theme for digital video consumers to consider: Facebook is now offering marketers an optionto pay for video ads only when they’re viewed by users for at least 10 seconds. Previously it charged advertisers immediately when their video ads came into view.

On YouTube, consumers are still allowed to opt out of watching a video ad after five seconds; advertisers don’t pay anything until 30 seconds, or when the ad is completed.  In 2014, The Media Rating Council authorized “viewable” metrics for an online video ad when 50% of the ad is seen for two seconds.

Ten seconds, five seconds, two seconds, or immediately for a video ad? Someone should settle the score.

Meanwhile, on traditional TV marketers still hope that consumers will watch commercials in mostly 15 or 30-second formats -- that is, if they are not being skipped. But don’t worry. TV marketers don’t have to pay for those either.

Facebook feels there is value inlower duration levels -- below the 10-second mark that it will soon start up. All the while the MRC says it focused on the two-second video number in an effort to “ isolate that moment right before the ad creative takes hold.”

Marketers continue to massage their creative -- especially for digital. On YouTube, the likes of Geico, Burger King, and Opel Mokka, a German compact SUV, are having some good results at the five-second mark when it comes to their YouTube ads.

Overall, consumers are still in a confused state of mind. They might not remember all these durations/limitations, what with fingers on TV remotes, scrolling on their smartphones, or clicking on those “skip ad” boxes.

We can only wonder: When will consumers be conditioned to focus on a specific point in video time for the majority of video marketers’ messages: traditional, digital, or otherwise?

Right now, focus on the 7% of your digital screen -- on the countdown box in seconds.