Digital PR pros know that click-through rates (CTR) are important because they help measure digital marketing results and the effectiveness of brand campaigns. Earlier articles explained the rise in popularity of video content during the pandemic, especially on connected TV (CTV). But like a prospector seeking the motherlode, finding the vein that will lead to that big gold discovery can be challenging. Deciding on the numerous platforms can be challenging enough not to mention figuring out the length of the brand’s video.
Why does CTV matter?
Upon analyzing almost 250 billion video impressions that appeared on its platform in 2020,
online advertising tech firm Innovid discovered that CTV alone made up 40 percent of all videos. It had been 31 percent the year before. The company’s annual survey, Global Omni-Channel Benchmarks Report, also reported that CTV impressions globally experienced a 60 percent year over year increase. North America had the highest impression-share growth rate of 42 percent. CTV is a vital venue that cannot be overlooked.
For viewing CTV, mobile devices carried over their top ranking from 2019. Innovid reported findings of 68 percent of global display impressions for mobile alone. Mobile also captured 43 percent of global video impressions.
Why does length matter?
In its study, Innovid noted that most of the impressions came from 15-second videos for both PCs and mobile devices. It also noticed that 22 percent of the videos were shorter and under 10 seconds in length. Completion rates were high across all formats on CTV with 15 and 30 second spots almost equally split down the middle. After reviewing the video impressions and resulting CTRs, Innovid concluded that video lengths between 15 and 30 seconds generally worked best.
15-second videos had a 0.5 percent CTR, 77.4 percent completion rate and 15 percent year-over-year impression growth. 30-second videos did slightly better. They reported the same 0.5 percent CTR, but its completion rate and year-over-year impression growth were higher at 81.6 percent and 25 percent respectively. Also measured were 60-second videos. These fared well and weighed in with 0.4 percent CTRs, 65.9 percent completion rates and an impressive 104 percent year-over-year impression growth.
Don’t forget PCs
As marketer Alexei Orlov of MTM notes, “In spite of the overall decline in PC popularity, there’s still a good market share out there which shouldn’t be neglected. The pandemic actually bolstered time spent on PCs and resulted in a 7.5 percent increase in usage. Don’t abandon PCs in your coming campaigns.”
Jump in now
For all the right reasons, now’s the time for marketers and digital PR pros to leverage short videos to boost their CTRs. Producing good videos of the right length will be important because eMarketer expects CTV advertising to be soaring this year. The publication estimated that an additional $116 billion was spent on programmatic CTV video ads last year and that 2021 spending will rise to $2.37 billion. If true, it will account for nearly 30 percent of all 2021 incremental spending on programmatic video ads.
The competition for ad space this year is expected to become more acute as well. Streaming video also rose during the pandemic, especially on CTV devices and attracted more viewers. Brands that are quick to recognize the value of videos for high CTRs and produce quality videos for their target audience can expect to see higher ROI.