Video advertisements can engage and convert like no other visual medium can. However, this format comes with its share of challenges, including grabbing and maintaining the attention of your target audience.
Here’s why the length of a video ad matters and how you can find the right duration for your video content.
In this article
- About Video Ads
- Why Use Video Ads?
- Video Ads and Voice Over Roles
- Are Video Ads Using More Voice Overs?
- How Long Should a Video Ad Be?
- Video Ad Examples
- Mountain Dew
- Amazon Go
- Shopify
- Conclusion
About Video Ads
Did you know the first-ever video ad aired in 1941? The ten-second spot aired before a baseball game and promoted Bulova watches.
Throughout the 1950s, TV ads primarily took the form of sponsors producing programs, but by the end of the decade, TV networks were broadcasting commercial segments.
TV ads quickly rose to prominence, with some spots becoming ingrained in pop culture. They’re still an effective way of reaching 85% of the adult population daily.
Video ads became a key channel for digital advertising when YouTube launched a video ad product in 2007.
Digital video ads are short segments that promote a product or service. Some videos mimic the traditional advertising techniques used for TV ads, but some brands are leveraging other formats, such as product demos, unboxing videos, customer testimonials, explainer videos, and more.
Marketers have more options than ever for showing video ads. Platforms like YouTube or Twitch offer bumper and in-stream ads, advertising networks use out-stream ads, and brands can target viewers through ads displayed on streaming services.
Why Use Video Ads?
Video ads account for 19% of all digital ad revenue. The format is popular because consuming video content is one of the top online activities, especially for social media and mobile users.
The video format is ideal for reaching a broad audience with many platforms available, from YouTube to ad-supported streaming services or social media. The fact that video ads are easy to share can increase outreach.
Video content can also support search engine optimization efforts with Google and other platforms often including videos in their top results.
A video ad can also be an impactful way to present a product or service. The video format makes complex information easier to remember and can support multiple goals, from creating awareness to generating a sale. In fact, research shows that adding a video to a landing page can increase conversions by 80%.
Video Ads and Voice Over Roles
Combining video with a voice over is a cost-effective way of producing video ads. This approach allows the viewer to focus on the product shown on the screen while the voice over narration shares engaging facts or discusses product features.
Plus, the voice over artist can use a tone that reflects the image of the brand.
Are Video Ads Using More Voice Overs?
The use of voice over in video ads is growing. Here’s why:
- Video ad production is on the rise. Spending on video advertising could exceed $78 billion by the end of 2023.
- Small and medium businesses are investing more in video ads. Voice overs are a cost-effective option for these brands.
- Many industries are seeing a rise in the self-directed buying journey, which makes explainer videos particularly relevant.
- There is more competition than ever among marketers. It’s crucial to increase outreach and awareness. Video ads with voice over narration can achieve these goals better than content that uses generic music.
Text-to-speech AI platforms have been growing, and some marketers are using this cheaper alternative to produce video content. However, these ads aren’t engaging and analytics quickly reveal that voice overs are a much better investment.
How Long Should a Video Ad Be?
A little more than half of marketers report getting better results with video ads that last one to three minutes. However, the ideal video ad length can vary from one platform to another. For instance, Meta recommends creating 15-second spots for social media.
The overall trend is to keep video ads short, but marketers need to adapt the length to match the platform, audience, and product.
A platform like YouTube or social media where the user is on a journey to consume content calls for shorter ads. However, a product page that a user would visit to actively research the product’s features can benefit from a video ad that lasts 10 minutes or more.
If the purpose is to generate awareness for a brand or generate an impulse buy, a video that lasts 30 seconds to a minute will achieve its purpose well. Producing longer videos makes more sense if the goal of the campaign is to help users progress through a complex buying journey by providing detailed information about a product.
It’s also crucial to organize the information so that the key takeaway comes first. Even if a user skips the ad or doesn’t finish watching it, they will still retain the main takeaway.
Video Ad Examples
These examples illustrate how brands can use short videos and voice overs to convey their message:
Mountain Dew
This fun Mountain Dew ad pokes fun at the fact that ads and attention spans are getting shorter by interrupting its celebrity endorsement with the brand’s logo.
Mountain Dew created this ad with the skippable format used by YouTube in mind. Even if a user watches the first few seconds of the ad, they will clearly see the product and logo.
Amazon Go
This engaging ad for Amazon Go uses storytelling. The ad opens with a series of ‘what if’ questions and presents Amazon Go as the answer to these questions within the first 30 seconds.
If the user continues watching, they will learn more about Amazon Go and see how the app works.
Shopify
Shopify produced a short clip that immediately grabs your attention with a voice over saying, “it’s hard to run a business on your own. Showing a young entrepreneur surrounded in boxes and bubble wrap.
Now that the ad has your attention, a voice over delivers a relatable line about how building a website can be frustrating before introducing Shopify as a solution and mentioning the benefits of the platform.
This ad uses a classic structure where a solution follows a relatable pain point, but it stands out thanks to its use of a voice over that sounds relatable and the clear call to action introduced in less than 30 seconds.
Conclusion
When determining the ideal length of a video ad, it’s important to ask who will see your ad and where they will see it. The overall trend is to create short video ads that don’t exceed three minutes in length.
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