Research confirms preroll video ads must be short

Southeast Asia research by programmatic video company TubeMogul finds that desktop ads between 11 and 14 seconds score an 81 per cent completion rate, but this drops to 72 per cent if the ad extends to 15 seconds. Mobile users are even less willing to sit through video ads, with a completion rate of only 60 per cent for ads seven to 10 seconds long and only 51 per cent for ads that last 11 to 14 seconds. The research also found that tablets account for 27 per cent of mobile video impressions on TubeMogul’s programmatic media buying platform.