First 10 seconds are crucial for video marketing

Published October 13, 2010

A new study from the digital measurement firm Visible Measures indicates online video watchers have short attention spans, with as many as 19.4 percent clicking away from videos within the first 10 seconds of their running time.

As the New York Times notes, the number of consumers who stop watching videos in the first 10 seconds is disproportionately high in comparison to the overall abandonment rate. After a full minute, 44.1 percent of internet users will have closed the video they are viewing.

Matt Cutler, head of research at Visible Measures, told the Times that video marketers need to quickly get to the punchline of their ads. For example, an extended Budweiser ad turned away 40 percent of viewers because it took too long to reveal itself. “It took a shocking 12 seconds to get to the conceit,” Cutler said.

Online video ads are starting to become integral parts of comprehensive digital marketing campaigns as the number of consumers watching videos through the web grows. According to recent comScore reports, more than 175 million Americans, 83.9 percent of the total internet population, viewed videos online in September.

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