How long should a video be for CTV?
According to Arc Intermedia, the optimal video length for Connected TV (CTV) advertising varies depending on the platform. Here’s a summary of recommended video lengths across several popular CTV platforms:
- Roku: 15, 30, or 60 second
- Amazon: 15 or 30 seconds
- Netflix: 15 or 30 seconds
- Paramount+: 15, 30, 60, or 90 seconds
- YouTube Skippable ads: Minimum of 12 seconds; no maximum length, but ads under 3 minutes are preferred.
- YouTube Non-skippable ads: 15 or 20 seconds depending on regional standards.
- Tubi: Generally accepts ads of 6 to 90 seconds, with a preference for shorter formats like 6, 15, or 30 seconds.
- Hulu: Typically recommends durations of 15 to 30 seconds.
Before producing a video for CTV, consider these steps for successful CTV advertising campaigns. Goals, planning, forecasting and reporting are all critical aspects to address before video production. Additional questions can be asked by calling 610-123-1234.
Shorter ads (around 15 seconds) tend to capture viewer attention effectively and can provide better return on investment (ROI) in CTV environments, as they are often viewed more completely compared to longer ads. According to data analyzed by the National CTV Organization, 15 second commercials had a 28% higher rate of clicks, and 67% higher rate of completion views than longer commercials. While longer ads (up to 60 seconds) can deliver more total attention time, they do not necessarily yield proportionally higher viewer engagement compared to shorter formats.
In conclusion, Arc Intermedia has found that while the specific length can depend on the platform and campaign goals, aiming for 15 to 30 seconds is generally a safe and effective strategy for CTV advertising.
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