You’ve no doubt encountered the commonly-held perception that 30-second TV spots are too long to run on the web.
New Mixpo data, however, contradicts that perception. People ARE choosing to watch political and advocacy TV spots online.
An analysis of performance data based on 90 million video ad impressions across 17 2010 political campaigns reveals that viewers averaged more than 24 seconds of view time.
In addition, the view rate for the ads (2.41 percent) was slightly higher than the industry standard DoubleClick benchmark rate for rich media ads with video (2.29 percent). And, active viewers (those who actively chose to play a video ad) were 24 times more likely to click in a video ad compared to the standard click rate for static banner ads.
Another recent study overturns a related assumption: that the shortest ads will have the highest completion rates.
Based on a sample of 100 video ad campaigns that spanned 19.7 million views, video ad and analytics firm TubeMogul found that the completion rate was highest for mid-length (30 seconds to 1:30) stand-alone video ads.
On average, 32 percent of viewers watched mid-length ads all the way through. Only 17 percent completed ads shorter than 30 seconds.
Findings like these, in combination with new purchasing options for online in-banner video placements, make this an ideal time for politicians and advocacy organizations (as well as other advertisers) to extend their TV campaigns online.
Advertisers can:
- Reuse 30-second TV spots online without editing them down to 15 seconds.
- Achieve multiple goals (for example, raise donations, build lists, recruit volunteers, and gain Facebook fans and Twitter followers) with a single, re-purposed ad.
- Build an even stronger brand and messaging impression by redirecting engaged viewers to more in-depth or locally relevant video content.
- Deliver millions of impressions by running video ads across the Internet in existing display spaces.
- Target specific audiences by publication and through ad serving networks that deliver ads based on demographic, geographic, and other characteristics.
Filed under: Agencies, Measurement and metrics, Publishers, Research and industry data, TV and Xspots
