The study found:
- For brand recall, short beat long by 25 percent
- For creating purchase intent, short beat long by 42 percent
Although viewers understand that ads are the cost of free Web content, they're adopting the same ad-avoidance habits TV watchers have (changing channels, multitasking, leaving the room, etc.).
To counteract those habits, the study says, you should produce short Web videos that include coupons, contests and links.
To counteract those habits, the study says, you should produce short Web videos that include coupons, contests and links.
