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.