Video ads are among the most powerful existing marketing digital channels. The following article indicates that watching a video ad is generally followed by visiting the brand’s facebook page. Again, this shows the importance of a coordinated approach between display and online video and other channels like social media. Customers go from one to another and marketing messages have to be consistent across channels.
The article also lists some specific characteristics for the most efficient online video ads. The length is obviously the most specific criteria and it seems that videos between 30 and 60 seconds have the highest impact. As one can expect, an add inserted in a long content has a higher likelihood to be watch than if the content is short.
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