Video Essentials

5 Important Lessons on Video Ad Length for Demographic Targeting

Today’s essential read comes from the Interactive Advertising Bureau, Tremor Video, and Millward Brown Digital. The three collaborated on a free report called Multiscreen Video Best Practices that offers timely data on video ad effectiveness.

NideoScreensTo create the report, researchers tested three different video ads in two lengths each (10 seconds and 30 seconds) on desktops, phones, and tablets. The ads represented three verticals: automotive, CPG, and quick casual restaurants. They were shown to 1,800 18- to 54-year-olds in the U.S.

  1. Size Doesn’t Bother Millennials

The screen showing the ad matters, the report finds, but not equally for every demographic. Millennials (age 18 to 34) were impacted by both smartphone and tablet ads at roughly the same extent: Their scores for brand appeal and persuasion were close for both types of devices.

  1. Go Bigger for Older Viewers

For older adults (age 35 to 54), however, tablet ads had far more impact than phone ads. That group showed markedly higher brand appeal and persuasion scores after seeing an ad on a larger screen. Older viewers were also more likely to rate tablet ads as interesting, unique, or involving.

  1. Go Short for Millennials

So how can video marketers best reach millennials? With shorter ads. The report finds that young adults scored 10-second ads higher than 30-second ads for brand appeal and persuasion whether they watched those ads on a smartphone or tablet.

  1. Older Viewers Like Longer Ads

Those results were reversed for older adults: 35- to 54-year-olds found 30-second ads more impactful.

  1. Don’t Skimp on New Info

There’s one crucial exception to this data: When trying to communicate new information to millennials, longer ads work better. Young adults prefer shorter ads in general, but when too much new information is jammed in a short ad, viewers get confused. Go with a 30-second ad when communicating new information. Those 30-second ads can even be effective on mobile devices, the report notes, as long as the ad is conveying new or complex information.

For more, download the full report for free (no registration required).


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