Leverage short videos to boost CTRs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2021, 11:53 AM UTC

An Innovid study found that video ranging 15 to 30 seconds deliver the best click-through rates (CTR) and impressions.

With the pandemic influencing people’s media consumption habits, brands need to find the most appropriate video platform and video lengths while planning their video marketing efforts. The study found that Connected TV (CTV) alone made up 40% of all videos in 2020. Additionally, video completion rates were high across all formats on CTV.

As the pandemic also increased time spent on PCs, marketers should consider PCs along with mobile and CTV while planning their campaigns. To effectively maximise CTRs, businesses should create short videos with relevant and high quality content.

Ideally, companies should create videos 15-seconds in duration. Producing high quality, short videos for target audiences can also help companies attract more viewers, amplify CTRs, improve completions and boost ROI.

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