Looking at the latest research on ad placements views and conversions, the percentages are worrying! On average, only 12% or less of served advertisements are looked at, and only 4% or less of these ads are viewed for more than one second due to people’s attention span.
The focus falls on the improvement in the visuals of the ads created. Visually engaging ads, even if looked at for only one second can make a great difference on user engagement and conversion rates. Simply put, the better the visual of the ad, the more likely it is for the person viewing it to engage or even only draw their attention to it long enough for brand awareness.
Advertisers now have to compete in order to win the audience’s attention. This competition is tackled by complex marketing and targeting strategies in creating impactful content and competing on strategical ad placements.
There are two types of video ads on the rise, these ad placements have been proven in numerous studies to be the most effective when it comes to brand awareness and target advertisements, the 15-second video and the 6 seconds follow up ad. The 15-second video was seen to be the most effective, and the 30-second video was seen as the least effective one. Whereas the 6-second video ads were seen to produce a more positive impact when it was used to reinforce an already delivered message.
A research was done from Nielsen show that on average 40% of all brand recall, 20% of all brand awareness and 25% of all purchases are driven from video impressions which range between one and three seconds.
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