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:30 Second Video Ads More Effective

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Jun 6, 2007 

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Sarah Novotny  |

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:30 Second Video Ads More Effective

A recent published study, “Frames of Reference: Online Video Advertising, Content and Consumer Behavior,” by the Online Publishing Association, provides results from sureveys conducted on 1,422 online video users regarding the impression video ads made on them. To get the greatest brand impact with online video ads, advertisers may have to stick to their longer repurposed ads before loftier instances like the news.

The study put out by Online Publishing Association focuses on ad attributes including lengths of 15 and 30 seconds. Other features under the scope include original online creative versus repurposed TV spot, pre- and post-roll placement, as well as whether it includes a companion display or not.

In surprising results, the OPA found that ad length was the dominant element to drive lift. On both metrics 15 second ads did not perform as well as 30 seconds. Brand consideration was lifted 23 percent and ad relevence rose 30 percent with the 30 second ads.

“We went into the study thinking that [15s] would do a better job. The people who had actually viewed the [30s], those ads had more of an effect in brand consideration and relevance,” said Pam Horan, president of the OPA, a not-for-profit trade organization. “What we have found is if you’re trying to drive one of the key metrics, which is brand consideration, the :30 ad turned out to be very effective, although it may be counterintuitive.”

“Although we know that humorous videos are popular, core content is still a very important source for people,” said Horan. 9% of users serveyed said they check for funny clips and jokes in video ads first, 11% looked for weather video, and 14% check news and current events daily.

The study also stated that 80% of users surveyed said they had watched a video ad online, and 52% said they took action after viewing the ad. 31% visited the advertisers web site, 15% went to a real life store and 12% made a purchase.

Also, studies showed that the most likely viewers to take action were those that viewed video spots on television, magazine and newspaper sites rather than those viewing video ads on user-generated content sites of portals.

This study was conducted this year in the months of April and May by global consulting and consumer firm Online Testing Exchange.

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