According to a study by Adweek and AI company GumGum, 305 brand marketers and agencies found that they think the shorter format is the most effective digital ad type.
Ben Tatta, president and co-founder of data company 605, says, “Marketers like pre-roll because it’s a captive unit, the content is less likely to get lost inside a pod and there are higher completion rates.” Ad completion rates are better for six-second spots, but that may be a product of the short length and not because viewers are watching and engaging with the whole ad, explained Tatta.
“Based on campaigns we’ve run looking at ad engagement levels for 15 seconds versus 60 seconds, ad engagement really varies based on context more than length,” Tatta said. “There can be more engagement with longer ads that are relevant than short-form generic ads. Short-form content also needs short spots, and short spots resonate much better with younger people.”