My friend Kevin is pretty talented. He shoots high quality web videos for businesses. He knows (and reminds me a lot) that “video is where it’s at.” It must be, because it’s how he makes his living.
There’s no mistaking it. The clips his company produces are a smart blend of advertising and marketing. Kevin’s vignettes are bold, high energy bursts that scream “Come check us out!” And, “Be one of our customers!” What they are not are the traditional run of the mill 30-second spots we’re used to seeing.
You might think that in this world of short attention spans that Kevin has it all backwards. That you have to get it on and get it off quickly if you want to keep people’s attention and make an impression.
Not so fast.
At least not according to some new stats I found in this article.
The study by Celtra makes the point that what we may have always believed about short attention spans may have been a bit off point. OK. It may have just been wrong.
For instance, one of the findings is that the completion rate (i.e. did you watch the whole thing?) for 30-second spots is actually lower than the completion rate for other video content — some of it as long as 150 seconds. All of this research was done on video content in the mobile environment because let’s face it; that’s where a lot of us go for information and entertainment.
The study also sends companies a pretty clear signal on how to be a bit more savvy with video/mobile advertising. Most importantly, don’t assume you can check “mobile advertising” off your to-do list by simply taking your TV spot and running it on mobile platforms. Consumers, at least those who took part in this survey, say they don’t want leftovers. No re-hash please.
So the pressure seems to be on advertising houses that aren’t already thinking this way. It’s time to start giving the mobile audience custom, fresh targeted spots — which by the way, don’t have to fit the traditional :30 mold.
It all makes me think Kevin isn’t just talented. He’s also ahead of the curve in delivering what the mobile audience demands.