Eyeblaster Research is pleased to invite you to view two slidecasts based on the recently published Analytics Bulletin: Online Video Advertising: Doubles Engagement, Boosts ROI.

This first slidecast explores the link between online video length and performance.

Video ads tend to be shorter on average, as compared to 30-second TV spots. Nevertheless, ads lasting for 30 seconds are still the most popular kind, accounting for over 20% of total video ad impressions; they are closely followed by the 15-second ads that were featured in 17% of video ad impressions. Ads lasting longer than 30 seconds are rare and may contain several sequenced videos.
There is a clear incentive for advertisers to opt for the shorter option. Unlike on TV and In-Stream video where users have to watch the full ad to resume watching the content, in In-Banner and Floating ads, users can choose to stop the video or just surf away before the video was completed. Therefore, a higher proportion of videos lasting less than 30 seconds is watched all the way through.

The second slidecast reviews where and when online advertising is most (and least) effective.

Users are more likely to engage with an ad and to watch video for longer in some online environments/sections rather than others. Sites with editorial content such as news, sports, music and finance and sites providing email services tend to have superior video performance. The superior performance is tied to people’s tendency to spend a longer amount of time in these environments, browsing content and writing and reading emails. In social networking and games sites, users tend to engage with video ads less frequently, and also have a lower proportion of videos are played to their full duration. In social network environments, users tend to spend a short time on each webpage, despite spending a long time in the environment overall.
Video ads played reach their peak during business hours, between 9am to 5pm, unlike TV spots that reach their peak in the evening. During the night, users tend to have less patience for video ads, as less of them are played in full.

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Ariel Geifman | Research Analyst