Can you spare a second? ...Or 15?

Tweet

Who else hates to wait online for a video ad to play before you can get to the digital content you really want to view? That’s what I thought, 46% of you.

I know this because I just saw a short news item on the BtoBonline.com blog that said 54% of internet users polled said video ads online are acceptable if they are no more than 15 seconds long. What is your maximum time limit?

Other choices given those responding to the research were 30 seconds, 45 seconds or 60 seconds. But the favorable percentages dropped steeply after those who admitted being willing to view a 15-second spot.

So while you can’t extend these findings to all online video content, especially when the video content is the reason the viewer selected a link, the takeaway for me is that online ads of all types have to be very simple and direct to generate any expectation of a response.

Just how simply can you convey your brand difference? Can you make your point in a good 30-word sentence? A simple 10-12 word statement? A tight 5-7 word thought?

Distill your brand difference into a message you can deliver with that much focus and it will improve your communications in every form no matter the length.

Leave a comment.