Effectiveness of Different Online Video Ad Lengths

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of different online video ad lengths.

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...

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