Video has been part of the marketing nomenclature for more than 60 years, but we are still learning more about this medium every day. Now Google is offering insights and help in building a content strategy surrounding video from its Google BrandLab.
Google conducted research with Mondelez International to test ad length effectiveness on YouTube. Because of broadcast television, it can be difficult to break out of the typical ad lengths of :15, :30 or :60 seconds. Although we could make a 23-second length or a 42-second length.
Surprisingly, the average length of ads on the YouTube Leaderboard in 2015 averaged 3 minutes. That is an increase of 47% over 2014.
Although it is thought that the shorter lengths are less likely to be skipped, Google’s research found that the longer cuts were watched more that the 15-second ads. The “view-through rates” (VTR) were higher in the 30-second ad than the :15 or 2-minute ad. The longer cuts were watched more and skipped less than the short :15. The longer forms also lifted brand favorability because the “more complex stories created a more meaningful connection to the brand.”
The :15 did drive high recall. The study asked marketers if we want higher favorability ratings or recall ratings? For most of us, the favorability ratings will result in more brand action than just being able to recall an ad.
The final thought from the research was “Don’t leave your brand for last.” Google recommends finding a way for viewers to connect with your brand as the story unfolds, weaving the brand throughout the video.
Even though it feels like attention spans are narrowing, a good story can entice and hold a viewer for a longer brand experience. The problem is the same as it has been throughout time, how do you blend brand and story together for electrifying results?