Google Ran Secret Video Ad Experiments and Here’s What It Found
YouTube ran a series of secret ad tests to help brands get a sense of what works in digital video and what grabs people’s attention for the most amount of time.
The Google Creative Lab ran the experiment using 16 different videos with variations on pacing, sound and other factors, including whether vertical video was important. Those with longest view-through rates were obviously the most compelling, and could be used for coming up with best practices in online video.
Ben Jones, Google’s creative director, was in charge of the video tests and is working with brands to implement some of the findings. He was also featured in Ad Age’s digital innovators list.
