Let’s get to the point: most people have short attention spans. Online videos are an inexpensive way to develop content. Yet, you’re still competing for an audience’s attention.
Abandonment rates are very high; your audience likely won’t last more than a minute. According to a study by Visible Measures of over seven billion viewings of 40 million videos, 44% of viewers click away after a minute. And 20% of viewers stop watching after 10 seconds.
Why is this surprise? The best TV creative (:15, 30 or: 60 spots) has to resonate and engages the viewer right away. And online, there are even more distractions… just a click away.
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