Content length irrelevant when it comes to video advertising performance

Research has found that content length is irrelevant when it comes to video advertising recall. Here, we take a look at the key findings.

A new research initiative by Specific Media at IAB Video Engage, has revealed the effectiveness of video advertising formats and video content for brands. The research, called VITAMIN (Video Testing and Measurement Insights), found that short form content is just as effective as long form content, when measuring key advertising effectiveness metrics, including recall and favourability. Short form video content and TV catch up had similar results, with short form video delivering slightly higher recall levels. The research also showed that original content – relating to and featuring advertisers' brands – had the highest brand recall levels and brand favourability amongst consumers. Specific Media carried out the study in partnership with digital media consultancy, Decipher. The study assessed the performance of advertising from nine UK household brands, across a range of content environments including user generated content (UGC), short form, TV catch up and original branded content. As shown above, original branded content had the highest impact, with unprompted brand recall levels of 26% among consumers. This is compared to 14% for short form content; 13% for TV catch up; and 11% of consumers surveyed for UGC. For favourability towards brands, original branded content was top, with 69% of consumers showing favourability. 57% of consumers exposed to short form showed brand favourability, while 55% exposed to advertising for TV catch up were favourable towards the brand.The research looked at two unique measurements – enjoyment and anticipation – and the impact these have on increasing consumers’ favourability towards a brand:

• When consumers enjoyed the video they had watched, brand favourability for short form content was 73%, compared to 41% for those who did not enjoy the video
• This pattern applied to all advertising formats, with favourability rising to 90% for original branded content
• When asked about how much they were looking forward to viewing their chosen video – consumers’ anticipation – for short form, brand favourability was 70% amongst those with anticipation, compared to 49% for those without

The research also measured and tested brand association with key brand statements and purchase intent, and in both instances short form content performed more strongly than TV Catch Up, while original branded content was the most effective out of all of the formats.Chris Worrell, European Research Manager for Specific Media, said: “It’s reassuring to see that when it comes to key brand metrics, just because content is longer, it doesn’t mean that it will be more effective, as short form video content and long form delivered similar results. The strong performance of original content also points to a massive opportunity for brands.”