IAB: Video Commerce Ads Closing Gap Between Discovery, Purchase
- by Laurie Sullivan @lauriesullivan, September 17, 2024
Three-quarters of consumers feel commerce in video ads is more relevant to their purchase process than other ad types, as more look for a seamless experience to combine product discovery with purchases.
Some 95% of advertisers using video rely on this ad type, Commerce Video, more often than not to …
Quite interesting these responses:
- 31% of consumers preferred ad lengths less than 15 seconds
- and 41% of consumers preferred ad lengths of 15 seconds
- while 65% of consumers preferred ad lengths of 30 seconds
- however 67% of consumers preferred ad lengths of 45 seconds
- and 57% of consumers preferred ad lengths less than 15 seconds
Quite amazing that when asked, their preferences tallied to a 261% preference rate.
If it was asking their acceptance of various ad lengths that would make more sense.