Jupiter Blog: Online Video Ads Are Too Long
Nate Elliott points to Unicast research showing that while viewers are watching more of online video advertising (18 seconds, up from 16 seconds), they're still watching just a little more than half of the ad. Elliott has what sounds like a pretty reasonable solution: cut those :30 ads to :15's. But this isn't done as much as it should because of video editing costs and - most importantly - talent contract clauses. Creating a new version of the ad will often trigger additional royalties would quickly rack up production costs past that of the average online media buy.
