Bob Musilek tested 30-second, 15 second video ads and 6-second video ads on YouTube to see which was more effective. In this case, the 6-second ad delivered a 12% increase in estimated ad recall, 19% increase in return on ad spend and 245% increase in video completion rate—proving to be most effective in driving results for the Nextech brand. The 15 & 6-second ads also resulted in incremental lift across several other key metrics including conversion rate, and clickthrough rate.
The test also showed that viewers are more likely to recall an ad that quickly communicates the message and grabs people’s attention. Average watch time for both the 6-second and 15-second video ads were very close, but ad recall was significantly higher for the 6-second ads.
Video view drop off on the 30 second video was 50% at the 15 second mark. Inconclusion all three videos worked well and the key to success is using a 30 second video story board to create the 15 & 6 second video for consistency. Using smart editing strategies is a big cost savings say's Bob Musilek Senior Digital Strategist " increasing the clients ROI by over 37%" This makes a difference when business owners are trying to keep marketing budgets in check, and maximize brand awareness Musilek concludes.
