Innovate Media

OK…. maybe not ADD but they do have short attention spans.

Research has shown that online viewers are more likely to stop watching video advertisements the longer they are. But a new study by Tubemogul is showing for the first time exactly when viewers start to move on from watching a video.

The results? Tubemogul found that most viewers click away after just a few seconds. According to the research, “most videos steadily lose viewers once “play” is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute.” Half of your audience could be lost within the first 60 seconds of video play!

So what does this mean to the online marketer?

If you are advertising online with video you not only need to make sure that your videos are short and to the point but that your call to action is clearly stated in just the first few seconds. If not, you are more likely to lose your viewers, the people who are your potential clients and customers.

But don’t worry, not all is lost. The key to ensuring your viewers watch your video is to keep them engaged. And in fact, there is research on that too.

According to the study, “Watching The Web: How Online Video Engages Audiences,” engaged viewers make up about 40 percent of all online viewers. These viewers are more likely to watch a video all the way through, recall what they have seen and make a call to action.

So even though research shows viewers are more likely to leave a video after just a few seconds, as an advertiser you do have the power to keep viewers watching.

Want to learn more?

Check out these articles:

“Online Video Viewers have Short Attention Spans- New Tubemogul Research”
http://www.reelseo.com/tubemogul-viewers-attention/

“New Study- Engaged Online Video Viewers Pay Attention To Ads”
http://www.reelseo.com/new-study-engaged-online-video-viewers-pay-attention-to-ads/