Ad Lengths Deliver on Different Objectives

Posted on October 17

With Google TV Ads, you can choose to air a 15, 30, 45, 60, 90, or 120-second ad. But which length is right for your message?span style=”color: rgb(0, 0, 0);”br /br /We analyzed data from millions of anonymized set-top boxes to compare how different ad lengths impact the number of impressions (views) an ad receives. /spanspan style=”color: rgb(0, 0, 0);”The chart below shows four different ad lengths along the horizontal x-axis (15-, 30-, 45- and 60-second) with the corresponding level of impressions on the vertical y-axis/spanspan style=”color: rgb(0, 0, 0);” span style=”color: rgb(51, 0, 0);”(“Baseline Impressions/span/spanspan style=”color: rgb(0, 0, 0);”” represents the number of impressions received by a 15-second ad):/spanbr /br /a onblur=”try {parent.deselectBloggerImageGracefully();} catch(e) {}” href=”http://3.bp.blogspot.com/_nfnIxYS4pP4/SNPBffvkseI/AAAAAAAAAE8/mkJgwaFnMbs/s1600-h/blogpic.png”img style=”margin: 0px auto 10px; display: block; text-align: center; cursor: pointer;” src=”http://3.bp.blogspot.com/_nfnIxYS4pP4/SNPBffvkseI/AAAAAAAAAE8/mkJgwaFnMbs/s400/blogpic.png” alt=”” id=”BLOGGER_PHOTO_ID_5247750737657901538″ border=”0″ //aa onblur=”try {parent.deselectBloggerImageGracefully();} catch(e) {}” href=”http://big.corp.google.com/%7Epacher/TMGreenRoom/ddhv3s8j_103dvpvk7dz-791777.jpg”br //adiv style=”text-align: center;”span style=”font-style: italic;”(Click on the image for a full-size version)/spanbr //divbr /This analysis shows that a 60-second ad reaches only about 4% more viewers than a 15-second ad. Therefore, a longer ad doesn’t necessarily buy more viewers — it buys roughly the same viewers, but for more time.br /br /If you have a complex message, you can use longer ads to engage viewers for a greater period of time. But if you want to maximize reach with a less complex message, you’ll benefit from spreading out more frequent, shorter ads.br /br /span style=”color: rgb(102, 102, 102);”Posted by Dan Zigmond, Technical Lead for Google TV Ads/spanbr /span class=”byline-author”/spanimg src=”http://feeds.feedburner.com/~r/LetsTakeItOffline/~4/397337464″ height=”1″ width=”1″/

Source: Google News & Talks

Tags: // Category: Geeky Talks.

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