Online Video Marketing | 30 Seconds is Better

By On 20, Jun, 2007 |  In: Social Media Marketing |  | 0

An online publishers association report provides us with insight into ad effectiveness: *

* 30s Top 15s. In two of the four advertising and brand metrics measured, ad length was the leading factor driving lift. And with each, 30 second ads outpaced 15s: ad relevance (30% lift using 30s) and brand consideration (23% lift using 30s).

* Quality Content Halo. The study reinforced the notion of a “halo” effect from website video content affinity. If the consumer had a prior brand affinity toward an advertised brand and they liked the adjacent video content, brand consideration jumped 61%. If the consumer’s initial attitude toward the brand was neutral or negative, brand consideration still rose 21% if they liked the video content.

* The Role of a Companion. The study found that static companion ads can play a valuable complimentary role. To lift brand awareness the combination of a pre-roll and a companion proved to be most effective.

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