Why are short adverts more common online?

The theory behind ‘short is best’ for online ads could actually stem from television adverts. Initially, television adverts were sold in 60-second slots, but as demand grew, shorter slots of 30 seconds and 15 seconds were introduced so that smaller budget companies could afford to purchase them. When analyzing the data, it was discovered that the 15-second adverts were about 75% effective as 30-second adverts but cost half the price. Financially speaking, shorter ads just made more sense.

Some of this mentality may have influenced the length of online video ads, but more substantial research is needed to back up the claim. Web users interact with online content much differently than they do other forms of media. The internet allows viewers much more control over the content they see, meaning that web users have more opportunities to turn off or dismiss an ad if it doesn’t appeal to them. For that reason, longer adverts were deemed to be more of an irritant and more likely to be dismissed than shorter adverts.

On top of that, online users generally want instant gratification when they browse the internet. The ability to get instant results has led to a generation that has short attention spans. Long ads will simply bore the viewers. This is a crucial point because these short-attention web users are also the most in-demand demographic for brands: the young adult. Younger adults, aged approximately 18-30, are the biggest consumers and offer a higher lifetime investment than older generations, so the fact that these web users are more likely to be negatively impacted by long adverts was the biggest reason why short-form ads were preferred. In 2017, adverts were typically less than 10 seconds long. Facebook adverts between 3-10 seconds long were the best-achieving adverts. This means that Google’s research categorically denies what marketers and advertisers have believed true and employed over the years.

The Google study

Google tested three different versions of the same online advert on YouTube. The short version was 15 seconds long, the medium version was 30 seconds, and the full-length version was 2 minutes 17 seconds long. The results showed the short, 15-second ad was the most skipped. The 30-second advert was the most-watched while the longest ad fell in between. However, the viewers who did watch the short ad were not able to recall the details of the brand and the ad better than those who watched either of the longer adverts. Does this mean that shorter ads are better even though they are the least viewed?

Well, not necessarily. While a quick 15-second advert may be the best option for raising brand awareness for lesser-known brands, they did not improve brand favorability. That is, while viewers may be able to recall the advert and the brand, they did not feel more favorably towards the brand. This means that a shorter online advert may raise brand awareness but fail to convert into sales. The best brand videos over 90 seconds evoke an emotion or deeper meaning. They give people a reason to watch a video in its entirety.

In comparison, both the 30 seconds and the full version of the ad Google tested added to brand favorability. In fact, the two longer adverts scored fairly evenly in terms of improving viewers’ opinions of the brand. Simply put, this means that while viewers may not remember every detail of the ad, they are more likely to form an attachment to your brand and, therefore, be more likely to become customers.

The future of video ads

So, what does Google’s study mean for the future of video ads? It means that the old fallacy of shorter is better is not necessarily true. While short adverts may still hold a purpose, long ads can be just as – if not more – effective than long ads. This means we can expect longer ads to be more prevalent online, especially on YouTube. It also suggests that online users may hold more of an attention span than previously assumed.

Long adverts are better at portraying a story and allow you to connect with your audience and explore your brand more so they can successfully expand your company and reach new demographics.

However, this does not mean that we can expect shorter adverts to disappear altogether. It’s important to remember that Google’s study was only tested on one media platform. If the experiment were to be repeated on websites such as Facebook, the results may be completely different. YouTube viewers are online with the express intention to watch videos so longer adverts may not put them off, whereas social media users are there to interact with friends, so they may find long-form video content more of an irritant and have a negative reaction to long ads.

One more consideration is whether the content of the advert Google tested impacted the results. If the experiment were to be repeated with different content, would the results be different? For example, if online influencers were used as opposed to unknown presenters, it may have a significant impact on its success

What’s best for you?

All in all, when it comes to online video ads, it’s a case of finding what works best for your company. If you’re a startup lacking in brand awareness or budget, a short ad could work wonders. If you already have a fanbase behind you and have a larger budget, why not try a more extended advert to reach a new demographic?

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Video Presentation

Video is becoming insanely popular. In August, 2011 85% of American Internet users viewed online video. That resulted in a record breaking 6.9 billion viewing sessions, according to comScore’s most recent report.

Here are 5 things to consider:

1. Google Likes Video

Research shows that Google structures its search results to prioritize sites with video. Furtermore, because Google displays “blended search” results (a mix of video, image, news, maps, and other mediums in addition to regular search results), if you optimize your videos properly they’ll have a better chance of ranking well. Here are 2 easy ways to get your video to rank higher in Google:

1. YouTube is owned by Google, so it’s no surprise that most videos that rank well are hosted on YouTube. Host your video on YouTube and embed it on your site. For extra points, put your video on a page that has relevant keyword-rich text.
2. Use keywords in your video filename, title, description, and tags.

2. People Share Video

Studies show that people are more likely to share videos over boring old text pages. We’ve noticed that the videos shared on the company LinkedIn page often attracts more attention than regular text posts. People are more inclined to click on a video thumbnail than something with no visual or multimedia element. To sweeten the deal, when people “like” or “share” a video link on Facebook,LinkedIn it automatically pops up on their wall for all to see. Bonus! Lastly, YouTube makes it really easy for other people to embed your video on their site.

3. You Can Captivate the Lazy

It doesn’t take a lot of brain power to watch a video, but to read an article… well, that’s a different story. Simply put, video is easier to digest. If you’ve ever wasted hours in front of the TV or playing on YouTube you know exactly what I’m talking about. Video allows you to engage an audience that may dismiss the information you’d otherwise convey through text.

4. If a Picture = 1,000 Words…

A video is worth 1,000,000!!! Well maybe not a million, but video does have the ability to convey a ton of information in a short period of time. Having a video that displays your product will give your customer way more information about what your product looks like, and even strike an emotional cord and subconsciously tell them how they should feel about the item.

5. Adds a Personal Touch

There’s a lot of shoppers looking for that “boutique” experience. You know, something with a personal touch. Video is a great way to add some personalization to your online store. Walk into a good brick-and-mortar store and you’ll likely receive a warm greeting followed by personalized recommendations and help (if needed). Use video to replicate this experience! Even if it’s just a quick greeting video on your blog, or perhaps a behind the scenes look at how something is made, you’ll be amazed how loyal customers can be if they see a face behind the company

Credits: Shopify

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