Effectiveness of Different Online Video Ad Lengths
Mi hui Pak
Research on online video advertising effectiveness is still nascent, and to date, there has been a lack of research on finding the optimal length for online video advertising. However, the research that has been conducted suggests that content length and ad placement play important roles in online video ad effectiveness.
In Google’s study of ad abandonment rates for YouTube pre-roll ads on videos less than 22 minutes, Dorraii-Rajj & Zigmond (2010) found that users are willing to "tolerate longer pre-roll ads for longer videos, but not for shorter...