The success myth of the pre-roll video advert
The optimum length for pre-roll was 7-12 seconds, according to the study. A day after it was published, however, the article was edited to show that 15-30 seconds was acceptable. When I investigated, I was told by Microsoft that 15-30 is what advertisers wanted, and Microsoft had not intended for the 7-12 second reality to get out. Nice…. Yet, we insist on forcing what is a broadcasting paradigm on a medium for which it was not intended, simply to take easy money from ad agencies.
