‘Most effective’ online videos revealed

The most effective type of online video for successful advertising has been revealed by new research.

A five-second pre-roll combined with a ten-second lower-third ad unit is the most effective and most audience-friendly ad product for short-form online video, according to a new study from MTV Networks.

“Short-form online video consumption is exploding, but there’s still a lot of confusion among marketers over which ad formats deliver for brands without compromising the user experience,” said Nada Stirratt, executive vice-president of digital advertising at MTV Networks.

She added that the new findings therefore shed some light on how best to run effective online advertising campaigns through the use of short-form video.

Earlier this month, an expert suggested that user-generated online video contests can be an excellent way to drive interest in a brand.

Writing for the Forrester Research blog, Nate Elliott cited the example of Tourism Queensland’s Best Job in the World campaign for attracting significant levels of media attention.