What successful video advertising should look like

VIDEOS Whether it's a short clip or a series, videos are driving the Internet. A Yahoo study shows that long-form videos, in particular, are becoming increasingly popular. Video consumers are also increasingly using smart TVs and mobile devices—with implications for advertisers.It is no longer just quirky cat clips or music videos that are popular with internet users: in addition to short films for in-between times, so-called long-form videos are also finding an ever-growing audience. More than 90 percent of internet users between the ages of 13 and 54 watch videos lasting more than ten minutes on the internet. This was the result of the study "The Future of Long-form Video" by Yahoo with 1,000 respondents in the USA. The United States is a pioneer in many Internet topics - which is why the figures will probably soon be similar in Switzerland.Long-form replaces linear TVAs the number of people interested in long-form videos grows, so does the average number of online video services used. In 2014, 13% more video apps were accessed via smartphones than in 2013, while PC users even visited 23% more different streaming services. At the same time, traditional television channels are increasingly losing viewers: while short videos tend to serve as a supplement to TV, 52% of those who regularly watch long-form videos have already sworn off linear television programs completely. Their favorite programs are content produced specifically for online platforms, which is available at any time and therefore ideal for long series evenings.Mobile program director instead of couch potatoIn addition to TV alternatives, mobility will also play a greater role in the future. This is because increasingly powerful and larger smartphones, tablets and netbooks, as well as unlimited storage capacity thanks to the cloud, are whetting the appetite for mobile video enjoyment. And this tops the wish list of video fans: 23% of them - including 13 to 24-year-olds in particular - want to watch more videos on mobile devices in the future.Advertising in transition: compact but variedThe trend towards long-form videos and television on smart TV and mobile devices is changing the perception of advertising. The way we consume moving images is becoming more flexible and universal, putting advertisers in particular to the test. In addition to traditional TV commercials, they need to develop formats that also appeal to users online and via mobile devices. They want variety in the content and length of the commercials: An advertising block for online videos should consist of several short commercials as well as one long one. 15 seconds - that is the ideal commercial length for respondents within a block with several commercials. Good for advertisers: Smartphone users perceive advertising 37 percent more than viewers without smart devices. Those who use a smartphone receive around 30 percent of the advertising. For other viewers, only 22 percent.the complete study is available here.