IAB in partnership with Millward Brown Digital and Tremor Video conducted a study to determine the perfect video ad length. The results determined that millennials prefer shorter mobile videos, about 10 seconds in length, while older audiences resonated more with longer videos of 30 seconds.
After experimenting for a while on the perfect length for ads, the results should be helpful to advertisers producing videos for clients. IAB suggested that marketers develop video ads with a small screen in mind.
Read more about the study and results on Adweek.
May 12, 2016
Written by Brandon
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