Web Video Watchers Have Short Attention Spans
By Taylor Pratt
Whenever a friend or coworker sends me a YouTube video, the first thing I do is look at the length. Anything over a minute I hesitate to watch. Now that I think of it, anything over 30 seconds in length I hesitate. I just don’t want to invest that much time in it. There are plenty of great short videos out there that I can waste my time on. Apparently, I’m not alone.
According to a recent TubeMogul study, the average video watcher spends less than a minute watching any given clip. Ten seconds into an average clip, more than 10% of viewers move on to something else.
Because of studies like this, advertisers are requesting ads be shown at the beginning of videos. As much as I don’t want this to catch on, how could it not? Why would any advertiser want to pay for their ad to show up 60 seconds into a clip when over 50% of viewers had bailed by then?
If Google were to roll out these ads at the beginning of each video, would users flock to other video sharing sites that aren’t playing the ads? Those sites might not have as large of a selection as YouTube, but at least you wouldn’t have to double the amount of time you care to invest in a video.
How long do you usually spend watching a video? What are your thoughts on ads being rolled out at the beginning?
Taylor Pratt is a Search Marketing Specialist at nFusion, a results focused marketing agency.