Top online video adverts in Romanian web
A five-second Samsung online video advert was viewed by internet users for an average of 93% of its duration and had most plays on YouTube. A Gemius study confirms that among the longest videos the best results went to adverts promoting Centrum vitamins and the sweets, Kinder Schoko-Bons.
Gemius has looked into what type of online video advert had the longest index of view time relative to total advert length. The study identified three groups of video spots by duration: 15 seconds-or-less, around 20 seconds and 30 seconds-or-more. The analysis is of February data for Romanian web users aged 14 to 74 using desktop and laptop computers.
Samsung rules the short spots
In the group of videos under 15 seconds the greatest view time index went to the shortest advert in the study, a Samsung creation of 5 seconds in length. The brand’s online video advert promoting the application SeeColors, which allows the colour-blind to recognise colours, reached 882,000 real users (source: gemiusAdReal). Internet users watched it for an average of 4.7 seconds, i.e. almost in its entirety. A significant portion of the advert’s views were recorded on YouTube, which only allows adverts to be skipped after 5 seconds’ of viewing. The website hosted 40.6 per cent of all the five-second Samsung spot’s plays.
Vitamins lead the medium-length spots
Among online video adverts of around 20 seconds, the one spending the largest portion of its total run length on internet users’ screens was a film promoting Centrum Silver 50+ vitamins. It lasted for 20 seconds, and 567 thousand web users played it for an average of 16.6 seconds (85 per cent of its duration). The largest number of views for the Centrum product’s spot was on the website Gustos.ro (22.7 per cent).
Kinder at the fore of longer ads
Among online video adverts lasting 30 seconds or longer, Romanian internet users viewed a film in praise of the sweets, Kinder Schoko-Bons, for relatively the longest time. The video spot, which portrays a family playing hide-and-seek with an animated sweet character, lasts 30 seconds, and 744 thousand real users watched it for an average of 17.4 seconds (58 per cent of its duration). The Kinder advertisement was substantially run on YouTube, with 40 per cent of all its views.