Short Web Ads have Greater Impact

A recent study by AOL indicated that short-form video ads (that play during webisodes, cat videos, short interviews, etc.) are more effective than long-form ads (that play throughout TV shows, movies, etc. or videos longer than 10 minutes).

Marketers are taught that the traditional 30-second ad has the most influence but as media habits change so does the power of ad length and placement.

These are some of the major highlights from the AOL study:

  • Ads in short-form videos are more effective than ads in long-form content. More specifically, short-form video produced a 25 percent higher brand recall and a 42 percent higher purchase intent for the featured product or service.
  • Viewers are adopting traditional avoidance behaviors during ads within long-form videos. Respondents found the ads to be too frequent and interruptive; as a result, they chose to avoid them altogether (by walking away, going to other sites, multitasking with their phone). This is the same “annoyance” behavior that is demonstrated when viewing television without the use of a DVR.
  • Consumers want more targeted and humorous ads in both formats. In fact, 67 percent of respondents would be willing to be answer a question to make their ads more personalized and enjoyable.
  • Consumers understand the exchange of free content for advertising, but they want to make sure their time tradeoff of watching ads also benefits them. They found coupons, contests and links as the most positive forms of engagement.

Do you agree? Does online video have more influence than traditional TV ads?

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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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