Mid-length viral videos best for marketing, says TubeMogul

With sites like YouTube popularizing online videos among consumers, businesses are also turning to this format to promote their products. For business owners looking to implement videomarketing into their advertising campaigns, a recent study from TubeMogul indicates that mid-length viral videos are the most effective.

According to the study, the completion rate for video ads between 30 and 90 seconds are the highest, with 32.2 percent of consumers watching them until the end, relays MediaPost. For shorter videos, the completion rate was 17 percent, and for longer ones, it was 23.4 percent.

TubeMogul also found that viral videos are more effective at capturing a consumer’s attention. "What people seem to be saying is: We don't like 15-second TV-style spots or longer branded content, but rather short, interesting viral clips," said David Burch, communications director at TubeMogul.

Online videos are growing in popularity in the United States. According to a recent study from comScore, more than 80 percent of U.S. internet users watched an online video in April. YouTube is still the most popular online video platform, though VEVO - launched in December 2009 - has been making gains on the site since its release.