"In an age of attention fragmentation across mobile and digital platforms, marketers should re-think their video strategies by deploying many storytelling strategies across different durations. It’s all about matching the right audience, with the right platform, the right message and the right duration,” Kalehoff says. “A cinematic 30-second or 60-second ad may win you awards at Cannes, but they won’t necessarily drive results on today’s digital platforms. Where you once needed a handful of videos to run on linear TV, a single brand now could easily require several dozen variations to maximize performance—and that requirement is heightened in a pandemic when consumer sentiment and expectations shift quickly and often.”
Some things to consider
The mandate for restaurant marketers and publishers is clear from Realeyes’ perspective: Manage creative and duration for attention outcomes.
Here are some ways to look at it:
Deploy many creative strategies and formats, then test them. Advertisers with top-performing ads inevitably have some low-performers in the mix, which spread across durations and approaches. Realeyes says this underscores the importance of developing and testing multiple creative strategizes optimized for different formats and lengths.
Don’t assume that forced-explore media guarantees creative attentiveness. Advertisers running 30-second spots make assumptions about attentive viewing and video completion rates, the company said. (This is true of all ad lengths). Yet different creatives behave differently based on the message and the duration. Digital video platforms, like YouTube and TikTok, understand this reality and provide greater transparency into human attentiveness through viewability and video completion metrics.
Keep your videos short. Less than 15 seconds is the sweet spot, Realeyes says. Disciplined and agile advertising methodologies that employee many variations, often shorter formats, are becoming the performance workhorses of the top digital platforms.
Digital platforms should consider objective attention measures to incentivize creative quality. When ad viewing attentiveness is high, it signals a good experience for users, Realeyes explains. That results in more loyal audiences for restaurants to monetize, which then results in more engaged audiences for advertisers to target. Platforms and publishers should adopt objective, reliable, and perspective measures of quality as a means to incentivize better advertising creative and performance.