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Longer Video Ads More Effective

Posted on 6.10.2007

The Online Publishers Association (OPA) recently conducted a study involiving 1,422 participants and concluded that longer video ads (30 seconds) were more effective than shorter ads (15 seconds). Considering the anticipated outcry over pre- and post-roll video ads and the worry that sites such as YouTube could lose viewers over advertising, the results are surprising.

The study found that 30-second ads provided a 30 percent lift and raised brand consideration by 23 percent. The study measured impact awareness, including ad relevance, brand consideration and ad likeability. And, although user-generated and comedy videos seem to rule the online video market, the study found that video ads viewed on media sites (newspapers, magazines and cable) were more likely to be acted upon than those viewed on portals and user-generated sites.

From the official press release: Of the 80% of viewers that have watched a video ad online, 52% have taken some sort of action, whether it's checking out a website (31%), searching for more info (22%), going into a store (15%), or actually making a purchase (12%).

Finally, the most effective video ads were pre-roll with a static companion ad placed near the video.

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