In Brief

Study finds that videos that are either 15 seconds or less or one minute or more get the best click-through rates.

Social media is changing the way brands use online advertising. One of the most striking examples of this change is social video, where users opt-in to view videos on their own, and then share them or take other actions. Unlike pre-roll, expanding banners, and other interruptive video units, social video puts users in control. This new structure challenges long-held beliefs about the efficiency of traditional reach-and-frequency spending, and it has made social video one of the hottest new segments of online advertising.

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