Have you ever thought of effectiveness of your video ad? Google did. How the pace, the orientation, subtitles and other factors influences your attention? This other answers you will find in the article.


What is the point?

In order to get what catches the attention of most of all, YouTube ran a series of tests, helping brands.The Google Unskippable Labs ran the experiment using 16 different videos with variations on pacing, sound and other factors, including whether vertical video was important.

Digital world is growing that fast, that the amount of platforms where it’s possible to use video ads is huge. So, the mobile era that’s important to understand fully the differences with classical TV ads and also digital ones. The average completion rate for the average video ad on mobile devices is 22%, according to Google. On desktop, it’s 28%. The best results showed fast-pacing videos – they achieved T a 33% “view-through” rate on mobile.


So, what Google found

Unskippable Labs. Google's Secret Experiments With Video Ads Unskippable Labs. Google's Secret Experiments With Video Ads Unskippable Labs. Google's Secret Experiments With Video Ads Unskippable Labs. Google's Secret Experiments With Video Ads 

Let’s start with pacing. The test showed that influence of the faster ad version has a higher view-through rate – 35% on mobile, compared with the slow one – a 29% view-through rate. For the desktop version the difference is not that big: 33% for faster one versus 31% for the slow version.

The orientation of a video is also matters, as we are more about vertical oriented content on mobile and horizontal for desktops. As we know, there amount of vertical content is growing with coming such apps like a Snapchat. But in general, horizontal is still performing better. The horizontal video had a 29% view-through rate on mobile, and the vertical had a 27% view-through rate. Despite this, framing for mobile still can considered to be the best practice.


What about captions?

The results of the subtitle test is the following: 23% view-through rate on mobile versus a 22% rate for the non-subtitle video. Desktop saw similar results, too.The reason of showing the dialog in text was, cause not all the ads showing on platforms like Twitter or Facebook are running with sound.

In order to boost the overall story the supplemental text was used. This showed better results. Actually, it’s a kind of trend now – digital video are filled with extra layers , delivering more information by storytelling, concentrated in a shorter periods of time. And this performs better results: 26% view-through rate on mobile compared with 25% for the straight captions, same with desktop.

Interested more? Here you can find more observations about the experiment.

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