New research: the six-second ad experience
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Following up on its study on the advertising experience last year, the FreeWheel Council for Premium Video recently conducted research in partnership with Realeyes focused on better understanding the impact of ad length on the ad experience and business outcomes.
With the rise of the 6-second ad format in TV and premium video, it’s important to understand the best application of this format in relation to longer ad creatives and how marketers can use it as one of many options in their arsenal to engage consumers.
Using Realeyes’ proprietary machine learning and computer vision technology, 4,885 participants aged 18 to 65 were exposed to different ad scenarios alongside clips of NBC premium video. The scenarios included a mix of 6-, 15- and 30-second ads from three different well-known, general interest brands, including Hershey’s, in different combinations and sequences. Emotional and engagement levels were captured and viewers were surveyed about their experiences and attitudes toward the ads and brands.
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