Video consumption is continually on the rise. Consumers seek out snackable content and often that is found in video format. Advertisers have their work cut out trying to engage with these consumers. So, how long is the ideal video ad for maximum brand engagement? Paul Neto (pictured below), senior research director, YuMe, shares the results of YuMe's comprehensive research in video ad lengths and video strategy with ExchangeWire and argues that short and sweet isn't always best.

If a video ad is too long, audiences are likely to switch off, look elsewhere or become irritated. But, if the video ad is too short, the message will barely have enough time to make an impact. When it comes to choosing the ideal length of video ads, marketers are faced with many difficult decisions.

YouTube have created their version of a solution to this issue. The media giant is due to release six-second Bumper Ads that it hopes will meet the high-speed demands of audiences via “little video haikus”. Keeping in mind the ways in which video content is accessed and viewed are subject to infinite variation, will six seconds be just right for every viewer, or will it prove to be an insufficient dose?

To find out, YuMe and IPG Media Lab conducted research about what it takes to ensure video ads are not only suitably timed, but also effective and profitable. The results show that a one-size-fits-all approach is not necessarily the best way to keep today’s diverse audiences hooked.

Bite-sized video for mobile users

According to Google, the key driver behind YouTube’s new Bumper Ads is the rapid increase in mobile content consumption. After its own studies found that 50% of 18 to 49 year olds opt to watch videos on their mobile devices, the company decided to devise a ‘snackable’ format designed with smartphones in mind.

Thus — in this case — six-second ads are an attempt to accommodate the changing habits of consumers with video snippets that fit into their busy lifestyle. But not all consumers are alike, and while it is undeniable that short ads can make an impact, there is no guarantee that it will be effective, or lasting, for all viewers, nor be the right choice for all advertisers.

The long and the short of video ads

So, is there a difference between the performance of micro and long-form video ads — and, if so, what is it? Answering these questions accurately required a full-scale comparison of all ad lengths and devices. And that’s exactly what YuMe did.

Working in partnership with IPG Media Lab, the study tested a range of video ads — including pre-rolls of 5, 10, 15, 30 and 60 seconds — across computers, tablets and smartphones, and an audience of nearly 10,000 consumers. The findings generated some surprising results, revealing that ad performance really does depend on length, objectives and device; and also noting that the definition of performance varies based on the marketer’s objectives.

For instance, shorter ads can quickly capture consumer attention: in research, 45% of consumers could recall ads and 24% of consumers remembered key messages after only five seconds. On smartphones, where video ads take up almost the entire screen, short ads were extremely powerful. On average, five-second ads viewed on smartphones over-indexed in brand favourability performance; whereas five-second ads viewed on a PC under-indexed in performance across all other devices.

Micro ads were particularly effective for millennials who have grown up with short-form content. The research found that millennials were more effective in recalling a five-second ad as compared to non-millennials. Further, millennials were more likely to rate ads of all lengths of higher quality and more enjoyable than non-millennials.

When it came to understanding and measuring purchase intent, longer ads were by far the most successful. Naturally, more time is required with a consumer to be able to convey product benefits, features, and value proposition. Thus, to be able to make any movement on the path to purchase, the turning point was at the 15-second ad, with a rise in purchase intent of +4% that grew to +13% for ads of 45 seconds.

Interestingly, lengthy ads also drove better results for new brands than their more established counterparts — between 15 seconds and 45 seconds favourability for new brands jumped up by 30%, but with only marginal improvement for well tenured brands.

While some longer ads may have the potential to drive these harder metrics, they must be enticing, engaging, and well-targeted, otherwise consumers are less likely to complete the ad experience. The rule of thumb is don’t use longer ads because you can; be strategic, and often the 15-second ad is the sweet spot. All these considerations should be part of a video strategy.

What does this mean for video strategy?

YouTube’s answer is not entirely wrong; but it is not completely right either. Both short-form and long-form ads have their strengths and weaknesses, which means they both have a place in an effective video advertising strategy. It is essential for marketers to strategically mix up ad lengths, instead of using one generic format.

For example, if a marketer is introducing a new product or service, it may be advisable to start with some longer ads at 15 or 30 seconds to establish the value and features, then follow up with a series of micro ads to keep the brand top of mind. Whereas, a well-established brand may use shorter ads as a means to serve quick reminders about their offering on smartphone, particularly if wanting to connect with millennials.

However, if a brand’s ambition is to tip consumers over the border between interest and conversion, ads must be a minimum of 15 seconds. With an ability to drive unparalleled brand favourability and purchase intent, longer ads are the required persuasive force in video advertising.

As a long-term leader of the video pack, many other brands look to YouTube for direction; but when it comes to Bumper Ads, the wisest choice may not be direct imitation. To solve the conundrum, marketers must take a strategic approach to video ads by choosing the ad lengths most suited to their objective, while being cognisant of the audience’s experience. In doing so, they can create ads that are not adequate or insufficient, but just right.