You've done that viral and are ready to place it on You Tube, Vimeo and the like. You've crammed in as many client messages as you can, and wanted to show off your creativity. Result, you've got a five minute clip. And result, most people stopped watching after the first sixty seconds.
This is according to a study by Tube Mogul (via Tailslaiting), which says that one in ten Internet viewers stop watching once the film is ten seconds in. And 55% are gone after a minute.
And according to Tube Mogul's research, if you put together a three minute short with a client ad at the end, then you are left with only 16% of your audience. So, that stat of 100,000 views might actually be less than a fifth of that when it comes to people who take in what you want them to see.
By then, the vast majority have become distracted by the menu of other interesting videos served up to them on the side bar, are looking at the latest batch of Tweets that popped up via Tweetdeck, or have focused on the TV programme blaring away in the background.
There are two take aways from this study. Unless you've come up with something truly groundbreaking that's going to keep viewers hooked, get to the point of what you want to say and get to it fast.
And on a broader level, this ties into a theme that Ben Kunz of planning firm Media Associates has blogged about - that there are metrics and then there are metrics, or the fallacy of impressions. Sure you can say a gazillion people were reached with your campaign, but though they might have seen it, how many watched it?
As Ben's posts say, soon we may well be measuring attention spans rather than hits, and this study from last year showing that as little as a third of people may be paying attention to what's going on, on the TV set behind them is something I constantly refer to and is well worth bookmarking.
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4 comments:
apparently it's about the same for my dog too
http://www.youtube.com/watch?v=6LFEXFQQsus
There is so much competition for audience's attention that I am not surprised by these findings. But it is the kind of thing one could easily overlook in such a campaign. Very useful post!
Yet another argument to create "ad content" that stimulates conversation and recommendation.
These are
a) usually watched to the very end, since one wnats to know what the friend/acquaintance found so interesting
b) even if they're not, leave an impression in the form of the friend's recommendation
I was going to be a smart @rse and say that I lost interest in that post after the first few seconds of reading it..
Seriously, really interesting and useful stats!
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