New research from YuMe and IPG Media Lab sampling 10,000 consumer reactions to video ads for the Charles Schwab, Mobile , IPG Media Lab , IPG Media Lab and TV Land brands suggests that very short video ads of 10 and 15 seconds have an advantage on smartphones, with micro ad formats performing better and appealing most to millennials. Furthermore, pairing short video ads with short content on smartphones was found to increase top-of-the-mind brand awareness, reinforce key messages and imagery, and boost ad-recall to the point of outperforming video ad campaigns on tablets and computers. Experts now recommend that marketers develop a creative length strategy, diversifying efforts to target a variety of demographics, according to their requirements on different platforms.
New research from YuMe and IPG Media Lab sampling 10,000 consumer reactions to video ads for the Charles Schwab, Hotwire, Jeep, Miller Lite and TV Land brands suggests that very short video ads of 5-15 seconds have an advantage on smartphones, with micro ad formats performing better and appealing most to millennials. Furthermore, pairing short video ads with short content on smartphones was found to increase top-of-the-mind brand awareness, reinforce key messages and imagery, and boost ad-recall to the point of outperforming video ad campaigns on tablets and computers. Experts now recommend that marketers develop a creative length strategy, diversifying efforts to target a variety of demographics, according to their requirements on different platforms.