View the original article here.

This may not be a new concept to you as our “ADD” riddled culture seems to embrace the MTV generation’s tendency to click through to the next big thing. But what does this mean for you and your web videos? If you’re gonna sink the time and resources needed into producing promotional or product videos, you want to make sure people are going to get the needed information out of it. (Though some multivariate testing shows that customers convert at a higher rate when presented with THE OPTION to view compared to those who don’t have access to video.)

Treepodia’s article offers up backing research on the evolution of commercials and the average online video length, as well as an interesting graph on the Audience Attention Span.

The moral of the story? “Keep it short and sweet!”