Spending on online video ads is growing quickly, and marketers are finding the ads good for branding, typically sending viewers who show interest to the brand’s owned media properties.
According to research from opt-in video platform Jun Group, a visit to a brand’s Facebook page was the most common action taken after watching an online video ad, at least for US viewers watching an opt-in ad from a Fortune 500 brand. Clicking through to a site followed close behind.
Overall, engagement rates with video ads hovered between just under 3% and 4.5%, with videos between 30 and 60 seconds long performing best. Videos both shorter and longer than that sweet spot had lower engagement rates, though the shortest videos had the highest completion rates.
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