Well the study didn’t claim online video viewers have ADHD, but it might as well. Research released by Podzinger this morning shows that consumers play only 15% of their video. Their attention span is one minute (vs. 3 for audio). Few download anymore. And we’ll tolerate 10-15 second prerolls more than the 30 second monsters.
For more see Podzinger’s release.
I make viral videos I even I’m starting to ‘skip to the good parts’ when I’m on metacafe, etc.
Another plus about a fun to watch minute long video is that people are much more likely to watch it twice.
We are in a world where everyone wants something NOW!! It is a shame that people can’t even tolerate waiting 10-15 seconds.
It’s the video version of the reading the last page of the book. It’s nothing new. Just… evolved.
Here’s more on PodZinger’s blog:
http://www.blogzinger.com/2006/11/20/market-research-on-online-advertising/
STOP THE PRESSES, this is HUGE news: “The research revealed that consumers prefer 10 to 15 second ads in comparison to the typical 30 second television commercial.” Who’dve thunk it! Revolutionary…
Also in the study: viewers were poked with two different types of sticks: sharp and dull. Viewers preferred being poked with dull sticks. Researchers are stumped.
As for the short attention span, I’m going to go out on a limb here and say that as production values go up, the tolerance for the length of the video goes up… It can be a great story that’s well written, but your viewers have been conditioned to prefer high production values offered on TV and in theaters… Look at the 2nd eepybird video – endless longshots, too much time (distance) between events… zzzzzzz
Not to knock viral videos, I love ’em. The best are the ones who can write a quick-hitting script (like ZeFrank) or those who understand good shooting/editing/etc. (like Barats and Bereta) or those who enjoy making fools of themselves (like Nalts)
Oh this has me thinking. How about a 10-second video blog. Each video 10 seconds or less?
Love the “poke stick” comment, PC.
Great idea – “Today in 10 seconds” – or TodayIn10.com
you could do it in the style of one of the verses of REM’s “It’s the end of the world as we know it (and I feel fine)”
Birthdaypartycheesecakejellybeanboom
I just want you to know that I think you did a terrific job on this websight.