People are busy. But many marketing messages do not take that fundamental observation fully to heart. A study by analysts at IDG, for example, suggests the "ideal" length for an online video is 10 minutes. Some of us would say that overstates the "dwell time" by five times.A typical viewer will not finish a video available online, and in fact will likely watch for just a bit over two minutes.
Another shocking finding is webcast viewing time. Webcasts routinely run 30 minutes in length. Even IDC suggests the optimal viewing length is just seven minutes. And if IDC is off as much as it might be for online video, less than seven minutes of interest might be the reality.
The point is that content intended to engage a user has to be kept short, much shorter than most assume.
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