Older age groups tolerant of longer mobile video ads

A new study by the Interactive Advertising Bureau in partnership with Millward Brown Digital and Tremor Video has found preferences for mobile video ad length differ by 20 seconds between younger and older age groups, concluding that younger audiences are more receptive to shorter 10-second mobile videos while 30-second videos are most effective with consumers over the age of 35. This will help brands and platforms who have been experimenting with different formats and lengths for video ads. Microsoft's research from last years shows that people lose concentration after eight seconds. In addition, older audiences were found to have a higher tolerance for advertising on tablets, therefore marketers have been advised to create shorter ads for small screens and longer ads for bigger screens.

A new study says millennials who view videos on their phones resonate more with brands that take a short-form approach to spots, while older audiences tend to agree more with the traditional 30-second length.

The study, conducted by IAB in partnership with Millward Brown Digital and Tremor Video, found brands running 10-second mobile video ads have greater appeal and persuasion potential with younger audiences. However, a slightly longer, 30-second spot did better with those between the ages of 35 and 54.