MediaPost: In Video Ad Effectiveness, Targeting Trumps Length, by Gavin O’Malley

Posted by IAB Australia On November 29, 2010 Research & Resources

By Gavin O’Malley, Nov 29, 2010

When it comes to video ad campaigns, targeting has a far greater impact on ad performance than ad length, according to a new study from video ad tech firm TidalTV. According to a recent online study, TidalTV found that 30-second ads can far “outperform” 15-second ads, without negatively impacting consumers’ experience.

Contradicting previous research, the study also found that advertisers can achieve what TidalTV calls “30-second creative performance” with 15-second video creative.

The study confirmed that 30-second video ads surpassed 15-second video ads in click-through rates by 11%, but this improvement comes at the cost of consumer satisfaction, as evidenced by a 10% drop in video completion rates.

While it is well documented that 15-second video ads have higher completion rates, the new study revealed that 15-second ads drastically improved in performance when they were targeted to the desired demographic audience.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.