Promotional video: the longer - the more effective
Analytical company Atlas has conducted a study (PDF) about the ideal duration of digital advertising videos. This is the first of a series of digital video research that Atlas promises to publish.
Experts emphasize that when analyzing digital video it is impossible to operate with the characteristics of traditional television videos, which have long been carefully studied. On the Internet, everything is completely different. This is an interactive environment where video broadcasting is not carried out in the form of broadcasting (like TV), but by request of the user. Therefore, video content has other characteristics here.
The duration of promotional videos is the determining factor that affects the duration of the exposure of the brand (Brand Exposure Duration or BXD). In turn, BXD is a key element of marketing.
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The overall level of BXD is determined by three factors: the number of video impressions, its duration, and the percentage of reviewed material (for example, if a consumer of advertising watched the video to half, this parameter is 50%). There is an important relationship between the second and third parameters. It is generally accepted that shorter videos are more often watched to the end and the average percentage of reviewed material is higher for them. However, a study conducted with the analysis of digital video recorders log files shows that the situation is not that simple.
During the study, data were collected on the percentage of surveyed material for videos of different lengths. For example, after comparing videos from 60 seconds to 150 seconds, an interesting fact was discovered: as the duration increases, the percentage of the reviewed material also grows. For videos with a length of 150 seconds, he generally made a record 115%. That is, this advertisement, some users even wanted to look again. The worst figure (about 70%) was recorded for 60-second clips.
Thus, with an equal number of impressions, BXD increases dramatically with increasing length of videos. Experts believe that this trend is also characteristic of videos of less than 60 seconds.
Experts emphasize that when analyzing digital video it is impossible to operate with the characteristics of traditional television videos, which have long been carefully studied. On the Internet, everything is completely different. This is an interactive environment where video broadcasting is not carried out in the form of broadcasting (like TV), but by request of the user. Therefore, video content has other characteristics here.
The duration of promotional videos is the determining factor that affects the duration of the exposure of the brand (Brand Exposure Duration or BXD). In turn, BXD is a key element of marketing.
')
The overall level of BXD is determined by three factors: the number of video impressions, its duration, and the percentage of reviewed material (for example, if a consumer of advertising watched the video to half, this parameter is 50%). There is an important relationship between the second and third parameters. It is generally accepted that shorter videos are more often watched to the end and the average percentage of reviewed material is higher for them. However, a study conducted with the analysis of digital video recorders log files shows that the situation is not that simple.
During the study, data were collected on the percentage of surveyed material for videos of different lengths. For example, after comparing videos from 60 seconds to 150 seconds, an interesting fact was discovered: as the duration increases, the percentage of the reviewed material also grows. For videos with a length of 150 seconds, he generally made a record 115%. That is, this advertisement, some users even wanted to look again. The worst figure (about 70%) was recorded for 60-second clips.
Thus, with an equal number of impressions, BXD increases dramatically with increasing length of videos. Experts believe that this trend is also characteristic of videos of less than 60 seconds.
Source: https://habr.com/ru/post/4097/
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