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Shorter Mobile Video Ads Resonate More Among Millennials, While Longer Ads Break Through with Consumers Age 35-54

New Research from IAB, Millward Brown Digital & Tremor Video Identifies Key Trends and Best Practices for Digital Video Advertising in a Multiscreen World

NEW YORK, NY (April 11, 2016) — The Interactive Advertising Bureau (IAB) today released “Multiscreen Video Best Practices,” a research report created in partnership with Millward Brown Digital and Tremor Video, showing that 10-second mobile video ads have greater brand appeal and persuasion potential for Millennial audiences. In comparison, 30-second spots outrank their shorter brethren in those same categories among consumers age 35 – 54.

Overall, audiences agreed that 30-second mobile video advertising has another advantage – it is better for communicating new or complex information. When asked about how much new info was provided by an ad, 73 percent of those surveyed gave high marks to 30-second ads (vs. 68% for 10-second spots). Larger screens can also help a marketer convey a moderately complex message, with 73 percent of those polled saying ads they viewed on tablets were good at delivering new information (vs. 65% for smartphones).

In addition, the study found that tablet video is particularly engaging among the 35 – 54 year-old set, with respondents saying that video ads on these devices were more “interesting,” “unique,” and “involving” than those on other platforms.

The report uncovers two best practices in creating multiscreen video campaigns that succeed across age groups:

  • Video ads need to be developed with smaller mobile screens in mind
  • Developing ads that can be effectively shortened from long formats without losing their ability to communicate is vital for effective multiscreen advertising

“The conventional wisdom is that all video ads on mobile screens must be short in order to resonate with audiences,” said Joe Laszlo, Vice President, Industry Initiatives, IAB. “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”

“Both smartphones and tablets are devices that invite a certain degree of intimacy with the user, so being mindful of best practices in mobile advertising is particularly crucial,” said Juan Lindstrom, Director, Media Practice, Millward Brown Digital. “This study offers important guidance for tailoring multiscreen video ads to best reach key audiences.”

“Mobile video’s combination of sight, sound, motion, and touch provides countless opportunities for marketers to engage consumers in new and unique ways,” said Ariane Gut, Vice President, Head of Insights and Analytics, Tremor Video. “This study’s results illustrate disparities between generations on how they interact with mobile video ads of different lengths across different screens, giving marketers deeper insight into how to best reach their target audiences.”

“Multiscreen Video Best Practices” was featured as part of the IAB Mobile Marketplace conference in New York City. To download the complete study, please go to

Two ad lengths (10-second and 30-second) of three different video ads were tested across desktop, smartphone, and tablet screens to identify the challenges of repurposing ads across digital screens. The ads were across three industry verticals: Automotive, CPG, and Quick Casual Restaurants. A survey was fielded among 1,800 nationally representative 18 to 54 year old respondents (desktop=600, smartphone=600, tablet=600). All respondents were exposed to a test ad and asked a series of ad receptivity and brand effectiveness questions.

About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division.

About Tremor Video
Tremor Video (NYSE: TRMR) provides software for video advertising effectiveness. Our buyer and seller platforms enable seamless transactions in a premium video marketplace by offering control and transparency to clients.  We employ patented all-screen technology to make every advertising moment more relevant for consumers, and deliver maximum results for buyers and sellers.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]

Millward Brown Digital Media Contact
Sara Beaty
[email protected]

Tremor Video Media Contact
Mandy Robinson
[email protected]