The new IAB standards for video ads on the Internet says ads should be no longer than 30 seconds, but Mel Taylor at Donata Communications disagrees:
Listen carefully, folks. Any publisher who runs 30-second ads before streaming video is a fool.
Thankfully, our pre-rolls run only 15 seconds. Most of our content is under 10 minutes, so a 30 second pre-roll would be a big percentage of the total time viewed. Ads are a necessary evil (spoken like the editorial person that I am) but the IAB is a bit crazy on what they think people will watch.
