Online Video Ad Views Average 10 Seconds
By Anna Johnson on November 18th, 2009Research by EyeWonder, conducted between January and July 2009, indicates that Internet users typically watch online video ads for no longer than 10 seconds.
EyeWonder based its findings on analysing data from the instant-play, user-initiated, and in-stream video ads it delivered for its brand-name clients across 11 industry verticals. (Nielsen Online AdRelevance estimates that EyeWonder delivered 64 percent of in-page video ad impressions in the U.S. over the January-June period).
Here are the average lengths of video ads viewed, according to industry vertical:
- Public service: 16.0 seconds
- Business/finance: 13.2 seconds
- Entertainment and news: 12.7 seconds
- Retail: 12.2 seconds
- Automotive: 11.6 seconds
- Travel: 10.3 seconds
- Consumer electronics: 9.8 seconds
- Technology/telecommunications: 9.4 seconds
- Consumer packaged goods: 9.1 seconds
- Pharmaceuticals: 8.6 seconds
- Lifestyles: 8.3 seconds
- Overall: 10.9 seconds
Source: Christopher Heine, “Video Ad Views Typically Only Around 10 Seconds,” ClickZ, November 6, 2009
