Online video ad breaks are getting longer, but maybe that’s not the way to get the best results.
Mobile video advertising company Vdopia has released a report on video ad performance in the U.K. and revealed that 10-second ads were the most effective for entertainment campaigns. Looking at completion and click-through rates, the company found that 10-second ads were twice as effective as 30-second ads.
This should be a wake-up call to marketers, Vdopia says, since ad budgets favor 20- or 30-second ads. In fact, 10-second ads count for only 3 percent of spending in the area.
The Vdopia Mobile Insights report for the second quarter of 2014 looks at how marketers are appealing to mobile viewers. Last year, marketers running video ad campaigns on smartphones usually ran only a single ad (84 percent). This year, more marketers are running multiple video ads in a single campaign, with only 66 percent running single ads.
This year, 18.3 million people in the U.K. will watch a video on their smartphones, the report says. In 2015, 33 percent of the country’s total population will watch video on their phones. Also, 53 percent of U.K. resident use their smartphones while watching television. The share of time spent each day watching television has fallen in the past four years, while the share of time spent with a mobile phone has increased.
For more results on the U.K. mobile ad market, download the full report for free (registration required).
Smartphone image via Shutterstock.