Short Mobile Video Ads Under 6-Second Now as Effective as Longer Ones
Video adverts are now having a much bigger impact on the purchasing funnel than they have ever had before, according to new research from MAGNA, IPG Media Lab and Snap Inc.
Short-form video ads that are up to 6 seconds long drove almost the identical lift as 15 second ads in brand preference and purchase intent. Previously, short-form video ads were predominantly used to drive awareness. Longer formats tend to be seen as more intrusive these days.
The study also found that shorter video ads performed well across young and older audiences.
How well ads performed differed by platform, but on Snapchat 15 second video ads were found to be more memorable and tended to be skipped less.
Meanwhile, 6 second ads were found to be more persuasive because they managed to convey a brand message more quickly.
Snapchat ads drove more than twice the lift in awareness compared to other platforms.
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