Marketers may prefer longer video ad formats on YouTube

Anne Freier

In Mobile Advertising. May 17, 2019

YouTube is featuring more long-form video ads as the 30-second ad format uptake across the video platform jumped 19% at the beginning of the year.

That’s according to new research by MediaRadar which noted that 30-second video ads now make up around one fourth of YouTube ads.

At the same time, six-second ads dropped 20% from 2018 and now account for 17% of YouTube ads. Meanwhile, the most popular format across YouTube were 15-second ads which represent 47% of total video ad placements.

The findings suggest that the initial appeal of shorter video formats for mobile devices may not be finding much resonance among marketers.

MediaRadar added that 15-second ads may be more popular due to the format being available in programmatic auctions instead of reserved sales.

At the same time, the effectiveness of shorter formats is hotly debated, whilst 15-second video ads have managed to capture more user attention and are able to more effectively communicate a brand message.