AOL Research Says Ads More Effective in Short Videos

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With online video advertising growing in importance, advertisers need to decide if they want to put their money behind short-form snackable videos or longer-form destination videos. A study released today from AOL puts weight behind short-form.

While previous studies have found mid-roll ads in long-form videos to have greater completion rates, AOL's study says that ads on short videos enjoy stronger recall, brand affinity, and purchase intent.

Specifically, the study found that ads in short-form videos led to a 25 percent higher brand recall and a 42 percent better purchase intent.

The reason long-form is less effective, the study says, is that viewers are adopting the same avoidance behaviors that they already have with traditional television ads. They walk away, surf other sites, or interact with their phone until the ads are over.

The study also showed a viewer preference for funny and targeted ads. Two-thirds of respondents were willing to answer a question if it led to personalized ads.

AOL's study was conducted by Qualvu. Over 800 people who regularly watch online videos were studied, and long-form videos were defined as those 10 minutes or more in length. AOL introduced the AOL On network in April, 2012, and certainly has in interest in seeing short-form videos succeed with advertisers. AOL didn't mention completion rates in its findings. View the full study results for more.

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