Monday December 14, 2020 By David Quintanilla
New Study Finds Response Rates to 6-Second Video Ads are Increasing, in Line with Consumption Trends

What can you actually talk in a 6-second video advert?

Today, quite a bit – as per a new study performed MAGNA International, in affiliation with IPG Media Lab, and Snap Inc., as video consumption habits evolve, shorter advertisements at the moment are proving more and more efficient.

The research analyzed the responses of greater than 7,700 respondents throughout a spread of video campaigns with a view to decide advert recall, model favorability, buy intent and extra.

As per the report:

“Within the early days of brief video advertisements, they had been primarily efficient at producing consciousness and fewer so with regards to persuasiveness. As we speak, nevertheless, each brief and lengthy video advertisements have the power to impression metrics throughout the acquisition funnel. The change will be attributed to the rise of brief type premium content material, artistic tailor-made for brief type viewing, and advertisers merely getting higher at speaking in brief advertisements.”

As customers turn out to be extra accustomed to short-form content material total – by way of the recognition of Snaps, Tales, and now TikTok clips – that implies that video messaging can be now more and more efficient in condensed type, as viewers are extra accustomed to one of these viewing.

And that would change your strategy to video advertising. This is a take a look at the important thing findings:

The principle level, as famous, is that shorter video advertisements at the moment are on par with longer video promotions by way of effectiveness. 

“Whereas shorter video advertisements are sometimes leveraged to drive consciousness, as we speak they are often simply as persuasive as their conventional counterpart – the :15 second advert. Controlling for model, :06 and :15 second advertisements drove practically similar lifts in each model choice (+9% and +10% respectively) and buy intent (+5% and +4% respectively).”

Video ad effectiveness study

It is clearly a lot tougher to condense your messaging right into a 6-second advert slot, versus an extended 15-second house (or a conventional 30-second TV advert spot), however with shopper habits altering, it is smart that shorter, extra impactful messaging is now resonating.

The expansion of TikTok is especially related on this sense. Now, customers are so used to watching fast, 15-second clips, {that a} 15-second advert can really feel lengthy and drawn out, as a result of it is the identical size as the principle content material itself. 

That is additionally among the many research’s findings – now, 15-second advertisements can begin to really feel instrusive for viewers.

Video impact study chart

So even 15-seconds can now be an excessive amount of, which is why manufacturers have to be seeking to simplify their messaging, and make an impression inside only a few seconds. 

Given Snapchat’s involvement within the report, the app itself is clearly a key focus, with particular insights referring to Snap’s advert choices and the right way to maximize their impression.

The research discovered that each 15-second and 6-second advertisements are memorable on Snap, however the longer variation holds extra worth by way of recall.

Snapchat video ad study

“On Snapchat, :15 second advertisements benefited from low skipping, permitting them to be extra memorable. Nevertheless, :06 advertisements had been in a position to rapidly get their level throughout to maximise persuasion. No matter size, the complete display screen vertical advertisements on Snapchat drove greater than 2x the raise in consciousness than the opposite platforms examined.”

I imply, it is a Snapchat research, so it isn’t shocking that it is seeking to spotlight the effectiveness of Snap advertisements, however the level does increase some related concerns to your Snap campaigns, dependent in your focus objectives and strategy.

The research additionally discovered that customers are much less prone to skip 15-second advertisements on Snapchat than they’re in different video apps.

Snapchat video ad study

Most individuals, I might think about, do skip 15-second advertisements the place they’ll, however the knowledge reveals that Snap customers are much less inclined to take action, which might relate to the relevance of Snapchat advertisements, the standard, or simply completely different person behaviors.

However the research additionally discovered that even with 15-second advertisements being extra welcome on Snap, shorter promotions had been higher in some parts.

Snapchat video ad study

​The research additionally discovered that 6-second advertisements had been considerably extra memorable on longer video platforms, the place 15-second advertisements usually tend to be skipped, whereas additionally they drove larger buy intent.

The general story of the info is pretty clear – customers now choose shorter video advertisements, and types must get higher at making them with a view to maximize effectiveness. 

That will not be true throughout the board, and ideally, if finances weren’t a constraint, you’d run a wide range of completely different video promotions and goal them at completely different phases of your buy journey. However the insights present that shorter advertisements have gotten more practical, extra welcome, and will be simply as efficient in driving response.

Some attention-grabbing concerns to your 2021 planning – you may take a look at the complete research here

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