Longer video ads more effective, finds study

Longer video ads have a more positive impact than shorter video ads, according to research commissioned by the Online Publishers Association.

by Helen Leggatt

Contrary to popular belief, a study by the Online Publishers Association (OPA) found that 30-second ads are more effective than shorter, 15-second, ads. The study, which involved 1,422 participants, measured several attributes that impact awareness, including ad relevance, brand consideration and ad likeability.

Overall, the study found that 30-second ads provide a 30 percent “lift” and raised brand consideration by 23 percent.

"We went into the study thinking that [15s] would do a better job. The people who had actually viewed the [30s], those ads had more of an effect in brand consideration and relevance," said Pam Horan, president of the OPA, via Clickz. "What we have found is if you're trying to drive one of the key metrics, which is brand consideration, the :30 ad turned out to be very effective, although it may be counterintuitive."

Of the 80 percent of participants who watched a video ad online, 52 percent took some sort of action. Thirty-one percent visited a website, 22 percent searched for further information, 15 percent visited an offline store and 12 percent went on to make a purchase.

Interestingly, video ads viewed on media websites such as newspapers, magazines and cable, were more likely to be acted upon than those viewed on portals and user-generated content websites.

The study also found that static companion ads can play a valuable complementary role. Combining a pre-roll ad and a companion ad proved to be very effective at lifting brand awareness.