People tend to view greater percentage of longer videos. At least that was reported from a study of an Atlas Digital Marketing Insight. The report, On Demand Digital Video Duration, measured what it calls brand exposure duration (BXD) over campaigns that ran across six major operators.

Though researchers had expected viewership to drop off with longer creatives, in fact, the longest-running asset proved the most engaging, compelling people to watch 115 percent of it. That percentage reflects repeat viewings through rewinding the video.

The creative that achieved 115 percent was from a national retailer. “The retailer found a niche target to go after and put together content relative to that audience,” said John Chandler-Pepelnjak, senior analyst at Atlas. “Ultimately it’s still a commercial, you don’t expect people to watch repeatedly, and it was over two minutes long.”

The response to shorter assets, which ran between :60 and :75, was variable. People watched between 70 and 110 percent of the shorter creatives. The one execution that ran 2:00 was worst at keeping viewers’ attention. It only got 58 percent viewership.

Contrary to what most of us believe, people don’t have short attention span for longer videos. Well, I feel a bit odd about this. May be because the medium is still new or because longer videos give more viewing pleasure. I can’t know for sure. But certainly, it depends on the quality of the creatives too.

In the online video industry, where everything is still new, we expect more studies and reports of this type to prevent excessive overhead in trying out different things in-house.

Source: ClickZ News.
Others: Podcast Statistics.

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