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MTVN research on short form advertisement

Posted by: Jens Loeffler    Tags:      Posted date:  July 16, 2009  |  No comment

MTV published the interesting study “Project Inform” to identify most effective, audience friendly ad products for short-form online video.

“A five-second pre-roll combined with a ten-second lower 1/3 ad unit takes top prize as both the most effective and the most audience-friendly ad product for short-form online video, according to “Project Inform,” a new study unveiled today by MTV Networks.”

Further results include:

  • “The Lower 1/3 Product Suite was the most effective ad product across all advertiser categories. Remarkably, consumers also ranked the Lower 1/3 experience to be the most likeable of the ad experiences.”
  • “The 30-second pre-roll finished second, performing well in overall effectiveness and likeability and demonstrating ongoing consumer acceptance of pre-rolls even for short-form content.”
  • “While the Sideloader Product Suite ranked third for the test in many metrics, it showed promise in certain areas, such as online ad awareness. Consumers specifically liked some the interactivity and movement of the unit.”

Read the full press release.

About the author
Jens Loeffler
Technology enthusiast and evangelist, with a passion for online video and mobile. Senior technical evangelist on Adobe's Media Solutions product management team focusing on online video and services. The views expressed on this blog are personal views.



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