In partnership with Millward Brown and the IAB, Tremor Video conducted research to quantify the impact of different ad lengths on consumer receptivity across screens. The research illuminates the necessities of planning and buying across screens, but within the context of a cross screen ecosystem creating mobile-specific experiences that keep in mind screen size, ad length, and the unique ability to inspire action.
Ideal length and screen size can vary by generation
- 10-sec videos can help maximize impact among Millennials, particularly when shown on smartphones
- Among Generation X, 30-sec videos have an advantage on lower funnel metrics, particularly on tablets
Longer ads break through most positively for adults 35+ who are more likely to be actively involved with that format.
Looking specifically at mobile devices, tablet ads yield strong performance on research outcomes, but both tablets and smartphones perform well on encouraging brand discussion and social media engagement
Source: Tremor Video & Millward Brown, "Cross Screen Receptivity", among 1,800 Adults 18-54, March 2016.