Fried Logic

Study: Online Video Need To Be Funny And Ads Need To Be Short

eMarketer often seems like it publishes new research every week. Well this week research is all about online video. After reviewing the research data two major takeaways emerged.

Takeaway #1: Long pre-roll ads kill online video views. The chart above shows the gaps between views of videos that had a 30 second pre-roll ad vs. a 5 second pre-roll and then a 1/3 ad while the video was playing. This reaffirms how short the attention span is for online video.

Takeaway #2: Funny is more important than informative for views. The chart above shows a video being funny gives it a better chance for user engagement than a video that is emotional or informative regardless of the age demographic.

Both of these charts provides good food for thought when planning for online video content!