Content length irrelevant when it comes to video advertising performance
Research has found that content length is irrelevant when it comes to video advertising recall. Here, we take a look at the key findings.
The research also found that:
- Original content –relating to and featuring advertisers' brands– had the highest brand recall levels and brand favourability amongst consumers.
- When consumers enjoyed the video they had watched, brand favourability for short form content was 73%, compared to 41% for those who did not enjoy the video
The article is illustrated with graphs highlighting the results of the research.
Chris Worrell, European Research Manager for Specific Media, said: “It’s reassuring to see that when it comes to key brand metrics, just because content is longer, it doesn’t mean that it will be more effective, as short form video content and long form delivered similar results. The strong performance of original content also points to a massive opportunity for brands.”
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