We conducted a comprehensive research report designed to help advertisers understand how to best leverage native video across all consumer platforms.
The report analyses aggregate data from the ADYOULIKE platform and provides benchmarks, plus key takeaways around creative length, engagement and growth of native video based on 30 million infeed video views run across the platform in the first 4 months of 2018 (January – April 2018).
The report shows that smartphone users are more likely to spend time engaging with long-form video ads compared to 6 second ads when executed correctly. 72 percent of mobile users that have watched 6 seconds will continue to watch and engage with video up to 22 seconds. When native video reaches 15 – 22 seconds in length across premium publisher environments, mobile and tablet users that have watched this far are significantly more engaged than desktop users.
Key takeaways: Mobile and Tablet Users Are More Likely to Watch and Engage with Long-Form Native Video Ads In Premium Placements Across Premium Publisher Environments, Mobile Users Do and will Continue to Engage with Longer Video Content with the Content Interests Them Video Optimized for Specific Platforms Performs Better
- Optimum length for native video ads on mobile and tablet is 15 – 22 seconds
- After 22 seconds, mobile and tablet video views decline sharply
- After 6 seconds of native video, mobile and tablet users become more engaged than desktop users
- Across premium publisher environments, mobile users engage with longer video content when the content interests them
- Premium publishers offer a brand safe environment for native video
- Once attention is piqued, mobile and tablet viewers continue to consume native video content at a higher rate than desktop
The data contradicts the perceived wisdom that mobile users have limited attention spans and are only interested in short video content. The ADYOULIKE 2018 data indicates that across premium publisher environments mobile users do and will continue to engage with longer video content when the content interests them. There is no fear of watching longer content on these devices.
“Key data in this report disrupts well-held assumptions that less is always more around optimal video length. Perhaps of equal importance, this Native Video report counters one of the modern myths of digital advertising – that there is a fundamental decline in user attention due to the growth of online feeds, smartphone penetration and the myriad different distractions we face digitally nowadays,” said Dale Lovell, co-founder of ADYOULIKE.
VTR & Viewability
View-through rates for native video remain consistently high in 2018 on the open web. All geolocations saw VTR average at around 40 percent, including the US. This is in comparison with Facebook average VTRs for up to 30-second ads of 26%*.
Viewability of native video is 60 percent, consistent with average viewability scores for native display units. Native video is seen and engaged with across premium publisher brands.
The true value of premium publisher environments for video brand advertising continues to be re-evaluated. ADYOULIKE research shows that brands are increasingly recognising the power of premium publishing environments and the importance of context for native video advertising.
This report is based on analysis of performance of ADYOULIKE native video formats, including Pulpix by ADYOULIKE native video formats. All ADYOULIKE native ad formats can be defined as a form of paid media viewed in native formats which respect the form and function of the publisher site. This report covers publishers on the open web, integrated into bespoke native infeed placements. No in-app data is included in this report. Data covers performance across device. Autoplay native video format data only, from all geographies in the ADYOULIKE native network. Main territories where data is taken include USA, Canada, UK, France, Germany, Italy, Spain and Australia. Videos auto-play on auto-mute until the user interacts with the ad. When the user scrolls past the video in the feed, the ad stops playing and resumes only when the user scrolls back to that location.