Despite the rapid growth of digital video advertising, marketers are still learning how to use the medium most effectively. The IAB Research Council undertook a study of a video advertising campaign for a major national retailer brand. This research sought to provide insights into which combinations of lengths and placements of digital video advertising are most effective. The IAB commissioned Millward Brown and Dynamic Logic to undertake this research, which serves as a case study on digital video ad effectiveness. The findings of the study include the following:
- 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting . . .
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