40 Seconds
Looking to make your internet ad effective? A new study reveals that time is of the essence.
Internet advertising firm Lotame determined that 40 seconds is the ideal length for internet spots. This is a valuable piece of information that will allow production companies to convey their point without exhausting their viewers’ interest.
The study used a series of tune- in ads for TV programs. Participants were then asked which TV shows they were interested in viewing. “The study showed that a measurable increase in a person’s intent to view begins after 17 seconds of exposure to an ad, peaks at 76 seconds, and significantly degrades after 225 seconds, Lotame said.”
The study, however, does not take into consideration the content of the ad. Whether ad content impacts viewers’ tolerance for brand discussion, etc. is a question worthy of attention especially amidst today’s partisan political climate. Answering this question would assist in consistently delivering robust messages.
