While many sites are limiting their pre-roll ads to 15 seconds in length, a new study from the Online Publishers Association concludes that 30-second ads performed the best. “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. “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.” The study did not address whether 30-second ads ultimately reduce video viewing due to user annoyance (which is what many in the industry believe, including those of us at Lost Remote.)
Adds Yelvington in comments: “I suppose the ultimate answer, then, is 30-minute advertising. All we need is to strap our users to dentist chairs and prop their eyes open, like Robot Chicken, or Alex in ‘A Clockwork Orange.'”
Adds Tom: “…It seems to me that a good marketing company can get brand awareness in during a 15. I think many prerolls are still just TV commercials on the web, instead of designed for an interactive audience.”