Pandora has recently tested video ad length and Spigot Inc wants to share their findings.
“While shorter ads have been all the rage on digital platforms recently, that narrative appears to be a little more nuanced with Pandora.
In recent weeks, the music streaming service has been testing audio ad format length, comparing 30-second recipients to listeners who heard 10-second ads. Both groups received ads from the same advertiser, looking to convey a similar message. Initial results have shown that the 30-second audio ads spiked recall by 25 percent, while the 10-second format lifted recall by 12 percent. At the same time, the 25-to-35-year-old demo saw a bump in ad recall of 13.3 percent for 10-second audio ads. In one test, the company said that 10-second audio ads drove 13.5 percent more time spent (82 seconds on average) on an advertiser’s landing page compared to 30-second ads”.