"A study conducted by Opera Mediaworks has revealed that shorter mobile video creative - at six to eight seconds - is the optimal length for branding campaigns, delivering on average 36 per cent higher engagement levels than long form, and providing the best return on driving traffic. The study found that overall, video is a more effective ad format for mobile. Regardless of length, video on mobile drives click-through rates double to that of online video, according to eMarketer."
"Mobile ad platform Opera Mediaworks launched a short-form video fund in May last year, which provided brand advertisers the opportunity to leverage the latest Instant-Play HD video technology through a $1m investment. Ten brands took part in the study, including eBay, Mitsubishi, Mattel, British Heart Foundation and Tourism Ireland. Aspects such as engagement and dwell times were compared in order to discover best practices for advertisers looking to engage mobile audiences with video campaigns."
Six- to eight-second mobile video creative produces substantially higher engagement than longer formats and yields superior returns for driving traffic. Mobile video outperforms other ad formats on mobile, with click-through rates roughly double those of online video according to eMarketer. Opera Mediaworks funded a short-form video initiative in EMEA, investing $1m and testing Instant-Play HD fullscreen, in-app video with ten brands including eBay, Mitsubishi, Mattel, British Heart Foundation and Tourism Ireland. Engagement and dwell times were measured to identify creative best practices. A six-second Stella Artois spot delivered a 60% engagement rate and longer dwell time compared to a 15-second version.
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