A new study gives advertisers some insight as to how long their videos should be on mobile based on which segments they are trying to target. The study was conducted by IAB in partnership with Millward Brown Digital and Tremor Video. Unsurprisingly, the study found that younger people – mainly those in the millennial generation – like shorter videos, typically 10 seconds or less. This makes a lot of sense when you think about the popularity of platforms like Vine which allow users to create short 6 second videos. However, according to this new study, older people in the 35-54 age range prefer videos that are just slightly longer – about 30 seconds in length.
Prior to this study, many experts agreed that shorter videos would always be better on mobile, but after showing study participants different lengths of videos on both desktop and mobile, researchers discovered the preference that those who are in the older ranges have for longer videos. With so many venues for advertising in video format, it is important to strategize correctly.
Some of the other findings of this study can also be very helpful to those looking to improve their mobile standings. The study found that ads which tried to dispel complicated information were more effective when longer, while simple ads could do with shorter video times, which only makes sense. Interestingly, more millennials displayed an intolerance for the barrage of ads some people face than older people. People were more likely to feel that they saw too many ads on their smartphones than on their tablets.
If you do video advertising, have you found anything that works for your particular industry or company. Do you agree with the findings of this study?
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