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.

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I’ve been posting a number of new web videos here to draw attention to this relatively new medium of political persuasion.  I’ve written in the past about the effectiveness of web videos, but now they seem to be really taking off as a tool for disseminating information, adding extra benefit to the audio / visual format of political communication.

Here’s why Web Videos work:

• The spread of broadband, coupled with the genesis of easy navigable social network sites, has allowed for greater mass distribution and attention of such video pieces.
• The popularity of the media site You Tube has created a simple place for message delivery vehicles to point to, for all online users to see the video, without having to download or worry about having to interact with media players.
• The longer format allotted, mitigates the restraint media producers and editors are under to crank out a spot at :30 or :60 seconds.
• The stretch in format timing allows for arguments and plot lines to be better developed, resulting in heightened effect and interest.

As a consequence, we are seeing a lot of new fresh video pieces on the interwebs.

Campaigns, movements, associations, issue groups, party organizations and think tanks are putting greater resources into web videos and testing new projects through this art form / message delivery system.  It’s great to be apart of and watch this growing field of political activity, as it opens up an entire new creative platform for sharing ideas and beliefs in the political space.

Below is a great example of a web video, that is well done and interesting.  It’s a piece written and narrated by author/screenwriter, Andrew Klavan and produced by Pajamas Media.  The piece features Klavan discussing his view on the liberal approach to countering conservative culture and ideas, which he defines as a strategy as “shut up.”

While this piece does not encompass a wide array of production effects and mechanics, it does the job of making the argument that Klavan makes more interesting.  The visual accompaniment and the timing of the effects definitely enhances Klavan’s well structured argument and serves to strengthen the overall point, which is the truest measure of success for any politically driven web video.

The ultimate benefit of creating this kind of web video is that it’s execution in video format is more effective  than if Klavan just wrote this argument down and posted it somewhere.

Creativity for creativity’s sake does not work. Senator Cornyn debuted the following web video at a fundraiser this spring:

Last week, the DCCC released an online parody of this vide intended to hit at Sen. McCain:

This is a perfect example of why some web videos do not work. Both videos are empty. Neither are changing any minds nor drumming up any earned media coverage that justifies their production. While creative and somewhat entertaining, both videos cater to those already likely to vote for Senator Cornyn and Democratic candidates, respectively.

There is an ongoing discussion raging about the effectiveness of web videos in this election cycle.  I do not fall one one extreme – that web videos are the most effective tool for messaging – or the other: web videos are useless when it comes to persuading targeted voters.  

I conveyed my opinion on this in a previous column, which I expressed that web videos, when done well, serve an important role in a broader more comprehensive media mix…. and web videos for the sake of art and creativity will fall short, without an intended target or purpose.  Being cute and funny just to be cute and funny is not justifiable for cutting a web video – leave that to the amateurs and the kids at home.