Ten-second mobile video ads have greater brand appeal and persuasion potential for millennial audiences, while 30-second spots perform better with consumers ages 35 to 54.
Those are the findings of the “Multiscreen Video Best Practices” research report released today by the Interactive Advertising Bureau (IAB).
Created in partnershop with Millward Brown Digital and Tremor Video, the study found that audiences across generations were in agreement that 30-second mobile video advertising is better for communicating new or complex information. Asked about how much new info was provided by an ad, 73 percent of those surveyed gave high marks to 30-second ads, versus 68% for 10-second spots. Larger screens were also found to aid in conveying a moderately complex message, with 73 percent of those polled saying ads they viewed on tablets were good at delivering new information, versus 65% for smart phones.
“The conventional wisdom is that all video ads on mobile screens must be short in order to resonate with audiences,” said Joe Laszlo, VP of industry initiatives for IAB in a statement. “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”
In the study, two ad lengths (10-second and 30-second) of three video ads covering a trio of industry verticals — automotive, consumer packaged goods and quick casual restaurants. The survey pool consisted of 1,800 nationally representative 18 to 54-year-old respondents, equally divided into three device test groups — desktop, smart phone and tablets. All respondents were exposed to a test ad and asked a series of ad receptivity and brand effectiveness questions.
According to IAB, the report suggests that to create multi-screen campaigns that succeed across age groups, video ads need to be developed with smaller mobile screens in mind, and it’s vital that ads can be effectively shortened from long formats without losing their ability to communicate.