Video ads for direct response: What’s the best length?
Summary
While there’s no magic formula to creating the “best” video ad, direct response-focused advertisers are inherently test-oriented, and they will eventually find creative that works well with their target audiences to achieve their larger objective. One thing we can learn from looking at aggregate advertiser data is that the best-performing video ads for a given vertical generally fall within a narrow duration and typically share a few commonalities. Let’s first focus on the gaming vertical, where you find collectively the largest spenders on video advertising within the direct response ecosystem. While the above graph outlines how gaming advertisers structure the length of the creative, marketers care most about conversion rates. Despite 16- to 20-second videos being the most popular length for gaming advertisers by more than 150 percent, conversion rates were only moderately higher than 21- to 25-second, or 31- to 35-second ads.
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