The Illuminist Blog

On Video Length: Is Longer Stronger?

Posted by Jon Thompson on April 28, 2016

“Push” or “pull” content makes a big difference.

Google recently conducted a test of YouTube pre-roll video length to measure the ad recall and brand favorability of three different length videos (0:15, 0:30 and 2:17). But both the study and AdWeek’s coverage of it failed to note one very important distinction when determining the most effective length for online video—whether the content was “pushed” or “pulled”.

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