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Understanding length of video ads (LO_1) (AC_2)

Writer's picture: Valentina NenkovaValentina Nenkova

Updated: Apr 3, 2020

As I have decided to create 3 videos to use for my campaign, I need to make sure I understand the structure of making a video. This research page will be all about understand the duration on videos and how it gives impact to the audience.

 

60 seconds video;


60 second videos are mainly used for story telling and leaving the audience with a longer message behind. It is noted that 60 seconds is actually too long for audience as they begin to loose interested after the 45 - second mark. 60 seconds are great for introducing a campaign.


Example;


The videos allow you to get inside the idea and live through it. These videos create a clear scene, feeling, however, in details. Both videos have used the same structure of ending it with a surprise of what the video is about. The first one I wasn't so much sure because I wasn't aware of this brand/company. The second one I knew straight away even though I have never seen this video before, this is because I knew what Slack is. This also shows that they have presented it well, as audience understand and get it.



 

30 seconds videos;


Commercials that focus on humour most benefit from 30 - second videos. Audience have a larger concentration and focus span. This is also because 30 - second videos are also more memorable than 15 - second ad.


Examples;


30 - second video ads can be quite emotional and with a twist on the end. There is enough time to make an emotional impact, show variety of information to the audience and still surprise them.




 

15 seconds videos;


These video are good for limited budget. They tend to be more focused on sharing product information and using easy - to - explain messages. They are more likely to go viral on social media due to their length and how impact they can be. These videos are more difficult if you want to get a point or message across to your audience. Shorter ads have a better chance of being re-purposed for use on television, online, mobile and in - store displays.


Examples;


These videos as shown to work both with audio and without. I think that the shots are quite important because there is limited time on air, it is important that the time isn't wasted and it is focused on whatever it is needed to give the correct message across to the audience.






 

Information found from;



 

I have decided to go with the 15 second video. The reason for it is because it's more adaptive to other social medias and its more memorable, if done well.


"The American attention span seems to be shrinking, which is why 15-second commercials are becoming more popular than ever. If you can optimise the effects of your video, it helps you spread the word about your company."



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