While 33% of the most-engaging YouTube campaigns run under 30 seconds, only 11% of campaigns by volume run that length, per findings from a Yesmail Interactive study released in June 2012. And although YouTube campaigns rose sharply over the 3-month study period - by about 38% to 80 across all brands (3.5 campaigns per brand) - the average campaign engagement plummeted by roughly 66%.
Yesmail’s actual engagement measure adjusts for follower size; rather than measure by sheer volume of Facebook Likes or YouTube views, actual engagement is a measure of individuals’ behavior. Thus one campaign may outnumber another in followers by 10 to 1, but its actual engagement may be far lower.
According to recent comScore data, video ads accounted for 21.6% of all videos viewed and 1.9% of all minutes spent viewing video online in May. While the duration of the average online content video was 6.5 minutes, the duration of the average online video ad was 0.4 minutes - or 24 seconds.