The Value of Video for Brands

Nielsen research commissioned by Facebook analyzed 173 BrandEffect studies to measure the impact of video ads on brand metrics.
Results show that lift occurs from the initial impression, even before one second.
Short views under 3 seconds create up to 47% of total campaign value, while views under 10 seconds contribute up to 74%.
Longer views increase lift but value is not limited to complete views.
Marketers should experiment with shorter creative and measure total campaign value beyond simple view counts.