MTV believes it has found the most effective length and format for online pre-roll advertising. The music network’s recently released, Project Inform study reports that a five-second pre-roll ad combined with a lower-third ad is the most effective and consumer-friendly ad unit for short-form video on sites like MTV.com and ComedyCentral.com.
According to Jason Witt, SVP and GM of MTV’s digital advertising unit, the five-second pre-roll hits viewers in the sweet spot and outperformed longer length videos.
If the ad is too disruptive, users will tune out, Witt said. You don’t have to be in their face to make an impression.
Witt discusses the study in this video originally published on Beet TV.