Munching on snackable video ads
YuMe’s Stephanie Gaines assesses the performance of snack-sized ads
It’s no secret that the ubiquity of information, content and entertainment via all manner of devices has impacted our ability to receive and retain complex messages.
A study conducted by Microsoft last year showed that the average human attention span has fallen from 12 seconds in 2000, to eight seconds. That’s less than the attention span of a goldfish – which clocks in at a minuscule nine seconds.
Why does this matter? In digital advertising, you’re not only up against a whole host of messages competing for your interest, but now consumers, in general, are simply paying less attention.
Trend toward ‘snack-sized’ content isn’t new
The rapid rise in popularity of Snapchat, Vine, and now Instagram’s new Stories feature are all evidence of a culture that is thriving on less and less.
There’s a long-held belief that traditional 30-, 45- and 60-second TV ads translate to the digital video arena. But the reality is today’s on-the-go mobile consumer doesn’t have time. And in fact, those longer ads may not be necessary to meet most of a brand’s engagement, influence, and action goals.
Though the trend is by no means widespread, we are starting to see short five and 10 second snack-size ads becoming an increasingly popular alternative to more traditional longer form ads.
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Growing appetite for ‘snack-sized’ ad lengths
To further understand this trend, YuMe and IPG Media Lab researched the effectiveness of different video ad lengths to determine the optimum duration by age group and device type.
The results suggest that while there is a growing appetite for ‘snack-sized’ ad lengths, depending upon your campaign goals, longer video ads still can be highly effective.
Millennials love ‘snack-size’ ads
Digital video ads of 15 seconds or less can be very effective for particular audiences, on specific devices and in certain circumstances. Millennials, who have grown up with short-form video content, respond better to micro ads and are more likely to find them enjoyable and of a high quality.
Longer form ads are more effective on larger screens, such as laptops and tablets”
Snack-size ads also perform better on mobile devices, where the video encompasses the entire screen. Consumers have come to expect short-form content on mobile devices and they are particularly receptive to smartphone ads when they are on the move.
The question that remains, however, is whether short form ads are effective in achieving brand goals. The research indicated that for an ad to be persuasive, a minimum of 15 seconds is required.
Shorter ads can be effective in driving top-of-mind awareness for established brands, but may not be as effective in introducing a new product or conveying a complex message.
When seeking to drive interest and recall with a shorter form ad, research showed that the addition of a voiceover helps make an ad more memorable. Short-form ads should also pair with short-form content to be most effective.
Larger screen, longer ads
While snackable content is best suited for smartphones and more ‘on the go’ consumption, longer form ads are more effective on larger screens, such as laptops and tablets.
Longer ads also pair better with longer content. Longer ads should be considered for products and concepts that are new or messages that are more in-depth and complex.
Brand favorability and purchase intent also rise with longer ads, increasing to 12% and 13% for 45- and 60-second ads respectively, compared with just 4% for a 15-second ad.
All of these metrics must be balanced and tempered by the potential for lower completion rates of longer video ads. Creative best practices to maximises the impact of longer ads include enticing the viewer with an early hook before they have the option to skip the ad.
There is no one-size-fits-all approach to video advertising. Taking into account demographic, behavioural, psychographic and contextual insight will help marketers determine the right length video ad for their campaign. In most cases, a comprehensive campaign will include both snackable and longer form ads in the media mix.
Stephanie Gaines is vice president of corporate marketing at YuMe, who are a sponsor of Mediatel’s activities at Dmexco 2016