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.
- 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
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