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5 Sec Videos: A New Standard For Video Publishers
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Ad industry changes rapidly and new standards arrive occasionally becoming the new measure for industry players. Not so long ago 30 second video ads were considered as standard in the industry. This has changed a lot now and video are tending to be smaller in length. In recent surveys, it was being confirmed that shorter videos of 10 seconds and 5 seconds are becoming more popular in the ad sphere. It was observed that shorter the video better was its impact on the audience in the parameters of brand awareness and the effectiveness of the video. For video publishers, the shorter format videos are found more effective towards gaining audience interests and attraction. There are several reasons for this.
The Millennials are the dominant crowd in the internet sphere. They consist of a great chunk of the total user base of internet. This group are the trend setters in the industry and they determine where the large crowd goes in the domain. For this group of people, shorter format videos are gaining the imperatives. Studies have found that longer videos are more popular among the older age group, which are comparatively less in number. The younger users are more inclined towards short videos. F to 10 second video ads are supposedly meeting the expectations of younger audience who has a large set of interest and hence diverse fields to seek online content. Another reason for the popularity of short videos are the messaging aps like Snapchat and WhatsApp etc.
A strong implication of these short video ads is the shortening attention spans among users. It is also the reason for the gradual failure of long videos that require more attention as well as time. The new generation of users are seeking more in short span of time through diverse sectors. A good example of this fact is the transition of traditional advertisement in TVs from those on online platform. Long advertisements were affordable a decade ago where there was no such competition for advertising slots on TV programs. However, now, time have become more expensive. Ads began counting on seconds rather than minutes. Shortening the time of advertisement, they have made the message crisp and short, also cutting short the expense.
A good reason to use short ads is its effectiveness in achieving the objective of the advertisement. The objective of advertisement is to make an appeal to the viewers on a new product informing them about its use and advantages. If the communication can be done within seconds, why to make it longer. This makes ads better and more impactful. Also, short ads are easy to remember and hence more effective in brand recall.
The author is associated with Media Conversion, a
top Programmatic Video Ad Network.
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