For Youssou N’Dour and Neneh Cherry, seven seconds was the crucial time span and for a milquetoast pop act a mere five seconds is your window in summer – but for Pandora it is eight. The music service’s chief revenue officer, John Trimble, said this was the optimum run time for a mobile video ad. That’s against two social media standards that are trying to be put in place by Instagram (15 seconds) and Vine (six seconds). Trimble’s comments come off the back of last year’s launch of Sponsored Listening on Pandora were pre-roll ads that let users have an hour of uninterrupted listening thereafter. They can last anywhere between 15 seconds and 150 seconds. “Our video advertising product has performed well thus far, and we are exploring various video formats on an ongoing basis,” said Trimble. “Looking ahead, I could envision video and audio ads as short as eight seconds being something advertisers and listeners will be interested in.” The company, however, stated that it is not going to impose this as a blanket ad policy but that it is looking into its effectiveness among younger listeners. Brands and marketing agencies might, however, see this as unworkably short.
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