New research reveals that quality, timing and relevance hold the key to effective video ads

Short form video: a consumer perspective, explores UK consumer viewing attitudes for short form digital video and it reveals that it has now become the primary news source for younger audiences. Astonishingly, more than half (52%) of 18-24 year olds said that they prefer getting their news from short form videos than actually reading it.

This latest research found that the quality of short form video, above all else, is key to success with consumers. Over half (58%) said they lose patience if the production quality of video is not good enough. In addition, viewers stated that quality indicators included brand fit, uniqueness of the content, and appropriate length. The good news is, consumers have made it clear to advertisers that yes they are willing to be engaged with video, but only if the experiences are of a suitable quality and are aligned to the destination content they are trying to view.

The research also reveals that viewers are more likely (54%) to watch an advert if it's related to the destination content. 41% also said they would prefer brands to be featured in the video they are trying to watch rather than putting ads before it, which in turn challenges marketers to deliver innovative new video ad experiences and think deeper about brand integration.

Short form video is defined as digital video between 1-10 minutes in length, the 'Short Form Video - A Consumer Perspective' five key trends are:
  • Growth & Viewing - viewing doubles with 18-34 year olds driving growth
  • Sharing & Quality - quality rules, videos shared in person important to all ages
  • Watching vs. Reading - news sites as important as social and streaming for video
  • Value Exchange -consumers willing to engage with video ads if relevant
  • Innovation - timing is everything, marketers need to get smart

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NOTES: AOL commissioned Future Thinking to survey over 1,000 digital video viewers across the UK through a mix of qualitative and quantitative methods, aiming to better enable marketers to understand how consumers watch content, engage with brands, and what they expect from the value exchange for doing so. Qualitative interviews were conducted in Q3 2016 whilst the quantitative interviews were conducted online in Q4 2016.