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.

Here’s a solid web video from California US Senate candidate Chuck DeVore, currently making the rounds.

The effectiveness of this piece is attributed to it’s ability to draw the viewer into a virtual reality dictated by Pelosi’s actual words.

It’s presented in a believable and realistic way, setting the foundation for a true emotional appeal, which only becomes more poignant when the viewer is reminded that these are in fact Pelosi’s true words.

I recently found this very informative blog / podcast site, boagworld.com, produced by Paul Boag, who lives across the pond in the UK and spends time producing podcasts on web and marketing subjects.  I found this particular post to be of interest, as it illustrates some of the key fundamentals for  providing a call to action for visitors to websites.

I am an ardent supporter of providing a clear and distinct call to action in most media and materials in the corporate or political world.

This is a great read, not just for digital folks, but for anyone in advertising and marketing.

Here are the essential techniques for an effective call to action:

1. lay the groundwork
2. offer a little extra
3. have a small number of distinct actions
4. use active urgent language
5. get the position right
6. use white space
7. use an alternative color
8. make it big
9. have a call to action on every page
10. carry the call through

Boag’s post is long and is peppered with a lot of art…..so head to his site for the read!