The New York Times reported today that online video publishers are no longer looking at the “under 2-minute rule” for online videos because of new web habits and faster internet connections.
According to the New York Times: “The viral videos of YouTube 1.0 — dog-on-skateboard and cat-on-keyboard — are being supplemented by a new, more vibrant generation of online video. Production companies are now creating 10- and 20-minute shows for the Internet and writing story arcs for their characters — essentially acting more like television producers, while operating far outside the boundaries of a network schedule.”
The Times goes on to quote the comscore stat that about 150 million Internet users in the United States watch about 14.5 billion videos a month, or an average of 97 videos per viewer.
In short, the storytelling takes precedence over the stopwatch. “If there’s good storytelling and good production values, people are willing to engage with the content,” said Eric Berger, a senior vice president of Crackle, the Sony video site.
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Yes, this is a very good turning point for the online video ad industry overall. As viewers are becoming more relaxed and willing to focus on watching longer content, then, it is fairly sure that they will also watch more ads as well. Also, I have noticed that on both my clients’ sites and my own, more visitors have extended their viewing duration too.