Perhaps one of the most commonly asked questions when it comes to video ads is what the perfect length is. How do video production companies know how long their ads should be in order to be effective? Is there a formula, a secret number? Well, it all comes down to your advertising goals. Different lengths are good for different ads, and you’ll have to determine what it is you’re trying to achieve in order to determine the perfect length for your project.
So, when deciding what the perfect length will be for your videos, you may want to inquire with local video production companies to see what they think about your campaign, and how they can help you narrow down what your ad should look like. Here are some tips on how long your video ads should be, and how video production companies have narrowed down time frames to a science.
Recognizing the Different Time Frames
There was a study done by IPG Media Lab and YuMe that measured the impact of the different video lengths on different consumer groups. Here are the findings from this study and how the groups react to various video ad lengths.
Short Ads (15 seconds): Shorter ads have a bigger impact when it comes to established brands, millennials and mobile platforms. It was found that longer ads shown to these age groups had very little impact on the brand in terms of favorability and purchase intent, clocking it at an underwhelming five percent.
Well established brands don’t need more than 15 seconds to push a product or service, as their impact in their respective industry has already built that trust and reputation with their consumer base. When it comes to short ads, there is a formula: short ads + short content + a small screen (mobile device) = a BIG impact. Long story short, mobile ads need to be kept short, as well as ads targeting millennials and ads that come from big brands.
Longer Video Ads (45 seconds): New brands benefit from longer ads because they still need to show any potential consumers what they can offer in terms of services and products. It was found by this study that these longer videos had a great impact on brand favorability and purchase intent by as much as 40 percent.
Video production companies also recommend using these longer ads if your brand has a complex message to convey to potential audiences. Just as shorter videos are effective on mobile devices, longer video ads are effective when it comes to desktop computers and television platforms.
Long and short video ads are effective ways of advertising, but the perfect length depends on what you’re trying to accomplish and who you’re trying to target. If you’re looking for a video production company to help you come up with the perfect video ad, contact us here at Fusion 360 Studios. We’re experts when it comes to video advertising, and we’re ready to help bring your perfect ad to life.