Report Highlights Importance of In-App Video Ad Length
A new report from the Interactive Advertising Bureau (IAB) suggests that mobile development firms would do well to adapt the length of in-app video ads based on the age of target audiences. Millennials, for example, prefer 10-second ads, but "among consumers 35-54, the communication potential of 30-second videos has an advantage when trying to impact lower funnel metrics," the report said.
The IAB also noted that ads should include concise messages. "While millennials tend to prefer shorter ads, trying to communicate too much in a few seconds can lead to confusion and limit message takeaway," the study added.