Short video clips 'better for ad placement' - study

20/12/2012

Ads placed in short video clips, such as popular cat videos, are more effective than when paired with long-form content, according to a new study. The research, from AOL, indicates that viewers see conventional ad spots in longer videos as an interruption. However, short-form video produced a 25 percent higher brand recall and a 42 percent higher purchase intent for the featured product or service, the study found.

The findings contradict the traditional logic that the standard 30-second TV commercial is the most effective in swaying an audience.

“Consumption habits are evolving rapidly, and we’re seeing consumers display many of the same ad avoidance tendencies online than they do with TV,” said AOL On SVP Ran Harnevo in a statement.

AOL said the study was carried out on over 800 respondents who watch online video on a weekly basis, and results are based on a combination of both quantitative and qualitative methods.

Below are some of the highlights from the 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.

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