Longer Video Ads Perform Better in Some Measures Says OPA Study

To get the greatest brand impact with their online video advertising dollars, advertisers may want to avoid shorter ads placed before a clip of a dog skateboarding, or stick with longer repurposed ads in front of the news, according to an Online Publishers Association survey.

As part of its recently published study, “Frames of Reference: Online Video Advertising, Content and Consumer Behavior,” the OPA surveyed 1,422 online video users regarding the impression video ads made on them. The study focused on ad attributes including the :15 or :30 duration of the ads, pre-roll or post-roll placement, as well as whether it included a companion display ad or whether it was original online creative or a repurposed TV spot.

Contrary to popular belief, the OPA found when it came to ad relevance and brand consideration, ad length was the main element driving lift. With both metrics, 30 second ads performed better than 15s; ad relevance rose 30 percent with 30s, and brand consideration was lifted 23 percent.

“We went into the study thinking that [15s] would do a better job. The people who had actually viewed the [30s], those ads had more of an effect in brand consideration and relevance,” said Pam Horan, president of the OPA, a not-for-profit trade organization. “What we have found is if you’re trying to drive one of the key metrics, which is brand consideration, the :30 ad turned out to be very effective, although it may be counterintuitive.”

Fourteen percent of those surveyed said they check news and current events daily, while 11 percent looked for weather video, followed by jokes and funny clips at 9 percent. “Although we know that humorous videos are popular, core content is still a very important source for people,” said Horan.

The study also found that 80 percent of those surveyed indicated they had watched a video ad online, and 52 percent said they took some sort of action after viewing that ad. Based on watching an ad, 31 percent visited the advertiser Web site, while 15 percent had gone to a real world store, and 12 percent made a purchase.

In addition, the study showed participants on television, magazine and newspaper sites were more inclined to take a variety of actions upon viewing video spots on those sites than those viewing video ads on portals or user-generated content sites.

Global consumer research and consulting firm Online Testing Exchange conducted the study during the months of April and May of this year.

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