Success of video ads depends on audience and screen size

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Shorter mobile video ads leave a stronger impression on millennial consumers, while older audiences respond better to longer ad spots, according to a new study conducted by Millward Brown Digital and Tremor Video with the backing of the IAB.

The study provides some insight into how advertisers should optimize their campaigns, depending on what message they are trying to communicate, and who they are trying to reach. 

• Demographics respond differently to ad lengths. Millennial consumers respond better to 10-second mobile video ads, while consumers aged 35-54 respond better to 30-second shorts. This trend might be driven by the type of content that millennials are consuming on popular social video apps like Snapchat and Vine. 
• Screen size and

  Article source: http://www.businessinsider.com/success-of-video-ads-depends-on-audience-and-screen-size-2016-4

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