Faster, Faster Digital Video Marketers
U.S. consumers spend twice as much time on mobile devices as they do on desktops, says Gian Fulgoni, comScore’s co-founder and CEO, in his Oct. 12 presentation. But they spend 6 percent less time watching video ads on mobile vs. desktop, according to an Ad Age article on Tuesday citing research from the Google Creative Lab.
“YouTube ran a series of secret ad tests to help brands get a sense of what works in digital video and what grabs people's attention for the most amount of time,” writes Ad Age’s Garett Sloane in “Google Ran Secret Video Ad Experiments and Here's What It Found.”
Here’s what marketers can do to keep consumers watching digital video ads:
“This test took one video with a slow pace, drawn-out dialog and longer shots, and compared it with a fast-cut of the same ad,” writes Sloane. “The faster version led to a view-through rate of 35 percent on mobile, while the slower version had a 29 percent view-through rate. On desktop, the faster version had a 33 percent view-through rate, compared with 31 percent for the slow version.”
YouTube Isn’t TV
Don’t bother with the 30- and 60-second videos for mobile and desktop viewers, according to the study.
This top ad viewed during September on YouTube, according to Adweek, defies the time limit suggestion from Google, but appears to hold viewer interest, as it had 4.1 million views on Wednesday afternoon.
YouTube Isn’t SnapChat
But using that same rule of marketers knowing the viewer’s mindset and intentions before creating content, a YouTube visitor isn’t feeling like watching TV, and a YouTube watcher doesn’t want to see SnapChat-style videos. There’s already an app for that. So don’t bother with vertical videos, says Sloane. Horizontal video ads performed better on YouTube than vertically oriented ones.
Keep Captions On or Off?
Videos with captions rather than sound had 1 percent higher view-through rates, reports Sloane.
Then there are “super captions” that do more than translate the dialog — they enhance the storytelling.
That’s how Zillow designs its videos to play on Facebook, says Stephanie Reid-Simons, content director at Zillow, the Seattle-based “leading” Web real estate and rental marketplace. She said so during her Sept. 7 session at Content Marketing World 2016 in Cleveland.
“That performed the best,” writes Sloane, “with a 26 percent view-through rate on mobile, compared with 25 percent for the straight captions. Desktop saw similar results, too.”
What do you think, marketers?
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