A majority 54% of mobile video ads are 30 seconds long, while another 32% are 90 seconds in length, according to new data released by Jun Group covering the first half of the year. The researchers suggest that this combats conventional wisdom that “shorter is better on mobile.” Although the study does not compare the performance of the various ad lengths, prior research from Celtra suggests that completion rates are higher for longer mobile rich media ads containing video.
Recent research from FreeWheel has also found a move towards TV-length (i.e. 30-second) ads in online video, with comparable completion rates across 15- and 30-second spots.
Broadening its analysis to include desktop video, other figures released by Jun Group indicate that made-for-web video ads see significantly higher user engagement rates than repurposed pre-roll TV spots (3.3% and 2.5%, respectively). That result is actually a reversal from earlier findings from the same researcher; more recent data from Tremor Video has found engagement for made-for-video and repurposed TV ads to be roughly on par.
- Online video advertisers are less prone to using humor or shock in their creative this year, according to the Jun Group data.
- Video ads on mobile delivered more than twice the engagement rate than those on desktop platforms (5% vs. 2.4%).
- The engagement rate for the average video using pre-qualification screening was twice as high as the engagement rate for the average video campaign (5.5% vs. 2.8%).
- Advertisers are now more focused on driving traffic to a brand’s site or application rather than to Facebook. So far this year, clicks to Facebook are down 14%, while clicks to brand websites are up 13%.
About the Data: The study is based on 10.2 million video views on desktop and mobile devices between Q1 and Q2 2013.