| Longer Web Video Ads Show Stronger Impact on Consumers |
| A recent survey by the Online Publishers Association (OPA) shows that 30-second ads perform better than 15-second ads on the Internet. The survey, titled “Frames of Reference: Online Video Advertising, Content and Consumer Behavior” and reported by Matthew G. Nelson of Clickz.com, found the length of online videos significantly impacts ad relevance (i.e., perceived relevance to other content on the page) and brand consideration among consumers. Compared to 15-second ads, 30-second ads showed 30 percent higher ad relevance and 23 percent higher brand consideration. According to 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-second] ad turned out to be very effective, although it may be counterintuitive.” The OPA is a non-profit trade organization. It conducted the study during April and May of 2007. |