Due to an overwhelming amount of content readily available for consumption, audiences are more selective than ever before with ads they choose to watch. As a result, attention spans across the board are rapidly reducing. Microsoft Corp conducted a study that explained on average, most people lose concentration after only eight seconds. The average attention span of a goldfish is 9 seconds.
To attract and maintain the attention of viewers, advertisers are tailoring their ads more carefully. From content creation to online distribution, the audience is the center focus when planning an ad campaign.
It only makes sense, then, that advertisers are paying attention to the length of their video ads. Video length holds a strong bearing on whether or not a message was watched all the way through, and new studies have found that consumers of certain age groups respond differently to a video ad depending on how long it is. Since one size doesn’t fit all in advertising, here’s what advertisers can learn from their audiences about video ad length.
The Generation Gap
One piece of the generation puzzle includes the type of technology that’s preferred for watching videos. A new report from IAB states that video ads should be developed with shorter ads for smaller screens and longer ads for larger screens. The report went on to explain how millennial audiences have a higher response rate to shorter videos with an average length of 10 seconds, while viewers between the ages of 35 and 54 years old have a longer attention span for a traditional video ad length of 30 seconds.
So, if you’re developing an ad campaign geared towards millennials, it would be beneficial to create shorter ads suited for mobile devices and smaller screens. On the other hand, if you’re targeting baby boomers, advertisers might benefit more from a traditional 30 second ad on a larger screen like a desktop computer.
Regardless of generation, content expectations are high and marketers have just 10 seconds to capture and engage their audience before they tune out. If an audience is not fully engaged after the first 30 seconds, 33% of viewers have likely been lost, and after one full minute, nearly half of viewers have stopped watching. With all this crunch on time, advertisers should think carefully about how long it takes to get their message across, and if their time is being spent effectively.
Make Every Second Count
No matter how short or long the ad is, if the content isn’t engaging or doesn’t make sense for the brand, consumers will move on to something else. Make every second count by ensuring that your content is relevant and in line with your audience. A great way to make sure your content is relevant to the people who are watching it is by making sure the audience you have in mind is the same audience who sees your ad. Sound impossible? It's not.
With Yashi’s targeting capabilities, advertisers can best serve their ideal audience by choosing from over 20k data segments that span demographics, location, where the ad is being watched and at what time. Not only does Yashi’s platform allow advertisers to precisely target their campaign, they also have the power to see exactly how far along the ad was watched and which device they watched it on.
This allows advertisers to determine which data segments work best for their campaign so they can adjust their campaign accordingly. For instance, if an advertiser targets men between the ages of 18-25 with a 30 second ad, but then find their audience is only watching the first 10 seconds, they can tailor their campaign so it’s watched all the through.
To find the most effective video ad length for your ad campaign, step one is getting to your audience, what devices they use and what content they respond to. To learn more about how to find your ideal audience and launch your next ad campaign with Yashi’s platform, contact a Yashi representative today!