Ad viewing times
Statistics based on the average view times of multiple advertising channels depicted that the average time spent of Snapchat is 2.5-2.8 seconds and for Facebook it is 5.7 seconds. In YouTube ads, it was observed that 30s ads have the highest viewership. Banner ads have the lowest viewership time of 0.8-1.43 seconds and Print ads have viewership time of 2.2 seconds. On average less than one minute is spent on TV commercials but according to statistics, people no longer watch TV commercials.
Below you will find a deeper dive on my findings.
Ad viewing time for social media channels
Social media channel like Snapchat have ads viewing time average less than 3 seconds thus it is a concern for leading advertisers as it is a short amount of time to win the consumer.
Another social media giant Facebook has a 5.7 seconds news feed video ad viewing time. People can skip Ad after a few seconds, thus an attention grabbing ad is necessary to increase the ad viewing time on social media platforms and the ads needs to be relevant, user targeted, personalized and should resonate with the viewer.
Ad viewing time on YouTube
For ad viewing time on YouTube I wasn't able to get specific average time of ad viewing but a few key insights were obtained. It was observed that Entertainment, How to & style and music had the highest ad viewing time out of all the YouTube content.
It was also observed that longer ads were preferred by viewers compared to shorter ads. In 2014 average length on ads' leader board of YouTube was 3 minutes- a 47% increase compared to 2013.
All the top ads in 2014-15 were more than a minute-long.
Print and Banner Ad
Print ads are seen by 75% of readers and are seen for 2.2 seconds on average which is almost double the length and double the number of ads viewed on digital media. Banner ads have viewing time of 0.8-1.43 seconds where 0.8 seconds were for the Ads fixed at bottom of screen and thus are less effective.
An eye-tracking study by AI revealed that majority of the mobile ads were ignored by the user.
TV Ad viewing time
Average Ad viewing time for TV was not available but following data gives an insight in TV commercials. A study found out that people that watch TV aren't view ads. According to a study and data by "Alphonso" it was seen that mobile usage increased exactly during TV commercials. After every 15-20 minutes during a TV ad, there was a massive peak in mobile activity. Thus, it can be said that people watching TV do not watch ads and switch to some other digital platform.
After going through all the data and statistics, it was observed that different media have different ad viewing time but it is usually less than 5 seconds for major social media platforms in contrast to longer ads being preferred on YouTube. The ad content mattered a lot in ad viewing time and user targeted, personalized and relevant ads were seen more and for longer duration.