Video ad boredom threshold is sub 30 seconds

by: admin Monday, March 31st, 2008

Rating: Mywaves’ findings on mobile video ad pre-roll

An in-house study by Mywaves has found that consumers aren’t as tolerant of a pre-roll advertisement format as long as 30 seconds.
Consequently, the mobile video specialist has founded a new production group to shrink clients’ existing pre-rolls so they better suit the mobile video platform Mywaves offers.

Mywaves tracked viewing behaviour when consumers were shown five, 15, and 30 second pre-roll spots. The company found abandonment rates dramatically increased with the 30 second sslots.

These results tied in evidence from multiple in-video ad campaigns run through Mywaves which “demonstrate that the shorter-form pre-roll reigns supreme with Mywaves users”, the company says.

Mywaves have found that many use the same ads they have already produced for tonline and TV buys in their mobile campaigns. Consequently Mywaves is providing production assistance to help its clients edit back 30 second prerolls to a shorter ad format.

The company says its help will “eliminate the costs of producing shorter-form spots.” So, if I were an advertiser, I’d say Mywaves were going to do it for free. Bold move.

Over the last three months, Mywaves claims to have added more than 20 new advertisers including Microsoft. Beginning this week, Mywaves will launch an ad campaign for Microsoft in India, geo-targeted to four million consumers, and will consist of animated banner ads that will promote the Microsoft Office New Day product line.

To date, Mywaves claims to be reaching more than 20 million mobile devices and averaging five million monthly unique viewers globally.