Why are 15-Second Videos are Best
for Advertising?
Introduction:
Informational videos are entirely different than advertising videos. We have compiled these articles to show why 15-second videos are best for advertising. After reading this, you will catch yourself looking at these videos when you scroll through certain e-commerce websites and in the middle of the search, you will see one of these videos.
Videos for Advertising:
[1]Short video ads of five, 10 and 15 seconds in length performed better on smartphones across several metrics compared to tablets and personal computers, according to new research from YuMe and IPG Media Lab.
The report, Does Every Second Count? Understanding New Video Ad Lengths also found that so-called micro ads perform better when consumers are on the go versus when they are at home. Shorter ads also have a more significant impact on millennials compared to non-millennials.
Having sampled nearly 10,000 consumers, we’ve learned that micro-ads enjoy an advantage on smaller screens, where video ads dominate the entire screen real estate and where bite-sized content is the norm, said Paul Neto, director of research at Yume.
We’ve also learned that millennials, having grown up with smartphones and being accustomed to short-form content, respond best to these micro ads and, unlike older consumers, perceive them as being more enjoyable, he said.
This is exciting because marketers can now experiment with different length ads on various platforms and target the audiences they’re after most concisely and effectively possible.
Experimenting with length
Marketers are experimenting with various video ad lengths and are increasingly confused about what works most effectively.
The study found that short video ads can increase awareness, drive home key messages, and convey brand imagery.
Video ads for five brands were tested: Charles Schwab, Hotwire, Jeep, Miller Lite and TV Land. Consumers were driven to content that matched their real-life consumption behaviours. Before the content, consumers were randomly shown a single pre-roll ad lasting five, 10, 15, 30 or more than 45 seconds.
A key finding was that pairing short ads with short content does exceptionally well on smartphones, outperforming ad recall compared to tablets and PCs. The benefit was seen for content between one and two minutes long.
When marketers think about mobile, they should prioritize running ads where consumers are likely to watch short-form content,? Mr. Neto said. ?When consumers are on mobile, short ads perform well alongside straightforward length content.?
Top-of-mind awareness
On-the-go consumers are more likely to recall short ads than are consumers who are at home for five-, 10- and 15-second ads.
Millennials respond best to micro ads, with 20 percent of millennials recalling a five-second ad compared to 14 percent of non-millennials. Millennials also perceive shorter ads to be more enjoyable and of higher quality than non-millennials.
However, the benefit of short ads is most pronounced for well-established brands. New brands typically need more time to communicate information.
One way to use shorter ads is as a quick reminder for established brands to drive top-of-mind awareness.
Voiceovers seemed to boost ad recall for five-second ads compared to ads with music only.
The findings showed that even the shortest video ads could have an impact across devices, with 45 percent remembering an ad after just 5 seconds, compared with 51 percent for 10 seconds and 54 percent for 15 seconds.
According to the findings, for an ad to be truly persuasive, noticeably impacting both brand favorability and purchase intent, a minimum of 15 seconds is needed.
Consumption habits evolve
The findings underscore how content consumption habits are changing, which increased consumption of snack-sized content on mobile making shorter video ad formats more popular.
With digital content consumption growing overall, marketers invest in custom content created for digital platforms, including longer video ad formats.
A key takeaway is that marketers need to develop a creative length strategy.
Based on our study findings, marketers would do well to develop a creative length strategy, diversifying their efforts and targeting different demographics according to their preferences. Then, on the platforms of their choice, Mr. Neto said.
We no longer live in a one-size-fits-all world when it comes to ads, and the appetite for different screens and different lengths gives marketers tremendous freedom to be creative and, as a result, more successful, he said.
For example, short ads are great at driving top of mind awareness of a brand. But, if marketers are looking to move persuasion metrics with a campaign, 15 seconds is the tipping point where we start to see movement. But, because of the nature of the device, we wouldn’t recommend running longer than 30-second ads on mobile.
[2]Ways to Create a Stand Out 15 Second Ad
If you’re looking to produce a 15-second ad that makes an impact, it’s worth remembering:
46% of people think ads say ads shouldn’t be longer than 15 seconds.
56% of people end up wanting to skip them anyway. (MarTech)
The 15-second video ad is the new commercial break. Many people hate them, most ignore them, and some enjoy them more than the content themselves. (We’re not sure why).
Everyone has one or two adverts that always come to mind. The gems in the competitive cluster of digital ad clutter. Maybe they made you laugh, made you think, caught you off guard, and got you a little bit emotional.
Possibly it was just that jingle that was frustratingly too catchy.
The ads that you didn’t mind watching over and over again.
Many websites that run short video ads, such as YouTube and Facebook, have made up to 15 seconds completely un-skippable. While marketers rejoice everywhere, this makes the bar needs too high as you will be fighting a negative impression from the get-go when viewers are forced into watching your video ads.
1. Capture attention immediately
Aesthetic images, popping colours, and exciting sounds.
Use the first 3 seconds of your video ad to grab your audience’s attention. Then, think about how you can create instant brand awareness. Those initial moments can determine whether someone’s focus will be held by the advertisement or wholly distracted from the video.
This is the first step of the AIDA framework (attention, interest, decision action). The framework for creating engaging video content that captures attention creates interest, generates desire and drives conversions through action.
But be careful. Fifteen-second ads are a bit different. Due to their compact nature, everything runs a lot quicker. Attention is crucial as there’s very little time to generate interest or desire in a 15-second video, so audiences need to be hooked from the start.
So get creative and think about how you can communicate your message in a pithy and punchy way.
2. Don’t overload your audience.
Your video ads are going to need to stand out from the crowd.
You need to create an eye-catching advert, but you don’t want the focus of your video to get lost with everything that’s going on. That’s why our second piece of advice is ‘don’t overload.’
There’s no point investing in advertising if your video isn’t going to cut through and make a lasting impression. This won’t happen if your customers feel bombarded with images, noise and a bold call to action.
Suppose there are too many ideas happening in a 15-second advert. In that case, chances are you might create a sensory overload for your audience – essentially leading to a negative experience and detracting from your CTA. (Especially with repeat plays).
Try to aim for something in the middle, whether simplistic, bold product shots or a single frame micro-story. Even action scenes aren’t off-limits, but make sure it’s not noisy and distracting.
Think about how you put together the sound design so that your viewers are compelled to watch. For example, successful video ads are not lengthy or loud but well-balanced to ensure that the focus stays relevant to your marketing goals.
3. Inspire curiosity
Create video ads that reward the viewer for watching. That means to tell a story.
Whether your advert is poignant, entertaining or packs a punch, evoking an emotion can help you to deliver something positive.
Get the viewer intrigued by your story, and you’ll have excellent engagement levels that could make all the difference to your sales.
You don’t need much time to be persuasive, helping to increase buyer intent and brand favourability.
4. Sound design sells
Whether it’s the awe-inspiring sounds of nature or that crisp click and fizz of a coke being opened. Sounds invoke emotion and can be a powerful way to grab attention.
A great soundtrack and satisfying sound effects can increase memorability too. It also adds character to your videos which are essential for brand image and recall.
If a viewer has a positive interaction with your advertisement, it can help strengthen your CTA.
In this example, the video format was all about elevating the simplistic visual style. When it comes to the soundscapes, there’s fresh hot coffee being poured. Satisfying ASMR clicks create a positive connection with the product design—a conclusion of positive affirmation with a short, straightforward product demo.
It’s the sound design that sells this particular piece of advertising.
5. Break the 4th wall
Execution and clever writing are essential for video ads.
Depending on the tone of voice for your brand, we think breaking the fourth wall is a creative and robust option for engaging directly with your potential customers.
Worst case scenario for videos with direct addresses is that they feel a little bit cheesy. However, if done right, it can turn out to be an incredibly charming way to connect with your audience.
Try to avoid forcing comedy or being overdramatic. Most importantly, keep the product offering short to stay true to the joke. Take a look at this example of how breaking the fourth wall can create a fantastic idea for your campaign.
[3]Conclusion
As a business owner, you are in charge of many aspects of your company. The pressure to create a 15 second, impactful, resonating and educational video can be overwhelming. Leaving it to a group of organized, experienced and dedicated professionals taps the most powerful resource, creativity.
Finding the right key to unlock your company’s potential relies on creative, outside-the-box thinking to attract customers beneficial to you. Letting professionals exercise creative freedom to entice product attraction makes the most of your marketing investment and generates a reputation and digital profile that builds brand awareness.
A 15-second commercial is an art form that can generate financial success or ruin. With the right flair, your product or service could become highly shared and viewed, developing a following that propels your business to win. But, on the flip side, careless planning and development could easily lead to ruin. Sometimes, it’s just best to leave this endeavour to qualified professionals.
Finding the most effective advertising medium and leveraging it to its fullest potential are two different things. Knowing the limits of your skills and letting professionals utilize advertising parameters to yield the best results gives your business the most fantastic opportunity to succeed. Get to know the art of the fifteen-second commercial so you can deploy the most lucrative, cost-effective advertising strategy available today and find success beyond your wildest expectations.
Article Compiled by hughesagency.ca
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