As revenues decline for traditional forms of online advertising, video is emerging as a bright spot for many media companies. It offers an opportunity for long engagement and hefty ad rates — but also a challenge to make it work.
A new study reports that faster internet connections have made viewers more impatient, and that people begin abandoning videos if they don’t load within two seconds. Every second of additional delay results in approximately 6 percent more viewers jumping ship. This chart shows how about 20 percent of viewers are gone after five seconds but that viewers are slightly more patient for long-length videos:
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