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AOL’s Advertising.com found that nearly two-thirds (66 percent) of respondents to its online video and advertising study of consumers over age 18 view streaming video content at least once a week, and respondents in general prefer shorter video ads.
The study, which examined the perceptions, usage and response to online video and related advertising, also found that 15-second spots are not only preferred by consumers to TV-length ads but also perform better, writes MarketingVox. End-play rates for 15-second spots are 20 percent higher than 30-second spots.
When asked what would make video advertising more pleasurable, 66 percent ranked “shorter ads than television” as the number-one factor.
The Advertising.com study also found that 44 percent of video viewers are between the ages of 18 and 34, and 56 percent are age 35 and older. Among all video streamers, news and entertainment content are the most popular content. Those age 35 and older are more likely to view news and sports clips.
The 18-34 demographic is more likely to engage in activities such as watching TV episodes online, creating their own video content and forwarding video clips to friends - it also prefers to stream entertainment content such as music videos, television shows and movie trailers.
The study also details video advertising performance by website content and targeting approach.
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