The Interactive Advertising Bureau (IAB), in partnership with Millward Brown Digital and Tremor Video, has released new research which highlights that 10-second mobile video ads are generating greater brand appeal and are potentially better in persuading Millennials to buy products and services.
The Multiscreen Video Best Practices report compared 10-second mobile videos against 30-second ads and noted a greater affinity for the longer format in 35-54 year-olds.
10-second versus 30-second ads
Overall, mobile video is on the rise in the US, with 27% of it now being viewed on smartphones and tablets. Live and On-Demand TV still outrank other viewing platforms, but given the growing number of mobile device owners, mobile video is on the rise.
Mobile video is on the rise
30-second mobile video ads present another advantage in that they explain complex content more effectively. 73% of respondents found that 30-second ads provided more information than 10-second spots (68%).
Larger screen sizes play a particularly big role in brand awareness. Generally, the larger the screen, the more effective the ad for brand awareness.
The largest screens show the greatest brand awareness
However, Millennials are more likely to be similarly impacted by smartphone and tablet ads, whilst those aged 35-54 years lean heavier towards tablets.
Mobile by devices
Ariane Gut, Vice President, Head of Insights and Analytics, Tremor Video, says:
“Mobile video’s combination of sight, sound, motion, and touch provides countless opportunities for marketers to engage consumers in new and unique ways. This study’s results illustrate disparities between generations on how they interact with mobile video ads of different lengths across different screens, giving marketers deeper insight into how to best reach their target audiences.”
For marketers the results of this research mean that Millennials can be successfully reached on mobile devices, whilst tablet succeeds in targeting the 35-54 year-olds. The ideal video length varies by consumers and longer videos should be considered for more complex content.