Tuesday, November 13, 2012

You Have Two Seconds To Make A Sale

Who knew?

According to a recent study from the University of Massachusetts, video viewers will wait only two seconds before they start ditching a video to do something else.

Video doesn’t start up in one second, two seconds – whoosh – gone.

Obviously, this has ramifications for advertising, because if the video doesn’t start, that means the pre-roll ad hasn’t started either.  Which means a lost impression.

According to the study, “Consumers have little patience for online video shenanigans.”

Good word, “shenanigans.”

I think that’s pretty much how consumers look at pre-roll advertising in general, as online video shenanigans.

Why I think this is because various sources have pre-roll abandonment rates ranging from 15% to 40%.

Personally, I think it’s even higher when you include mental abandonment and not just clicking away from the site.

So where does that leave us? 

With a two-second window.  Advertising needs to capture the viewer’s attention within two seconds.  As we said in the last post – confuse the thumb for two seconds, and then two seconds more and then two seconds more, etc.

Yes, it might be a fifteen or thirty-second spot.

But if you blow the first two seconds, you'll be talking to ghosts.

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