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. + The study was conducted by researchers at YuMe, a startup based in San Francisco, California, which has developed technology to measure how people respond to ads. 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. The study was conducted by researchers at YuMe, a startup based in San Francisco, California, which has developed technology to measure how people respond to ads. 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.