New Study Finds 81% of Video Ads Fail to Capture Attention

For all marketers and communication specialists, we all strive to create campaigns that not only grab attention but also resonate with our audience. 

However, a recent study by the LinkedIn B2B Institute and Media Science shows a startling reality: 81% of B2B video ads fail to capture adequate attention or drive meaningful recall. 

If you’ve ever felt your video investments didn’t yield the expected returns, this research offers insights into why and, more importantly, how to fix it.

In this post, we’ll break down the findings, explore their implications, and share actionable strategies to help your video ads make a lasting impact.

The Problem: Why 81% of Ads Miss the Mark

The research examined 109 real B2B video ads shown to 770 LinkedIn users as they scrolled through their feeds. Researchers used biometric tracking (like eye movement and heart rate monitoring) and post-exposure recall surveys to measure how participants engaged with and remembered the ads.

Here’s what they found:

• 53% of participants didn’t even recognise the content as an ad.
• Of those who did notice, only 36% correctly identified the brand.
  

Ultimately, only 19% of viewers both recognised the ad and attributed it to the correct brand. This means that four out of five campaigns fail to achieve basic marketing objectives—a sobering statistic for any marketing team allocating budgets to video advertising.

The Key Findings—and What They Mean for You

To address why these ads are falling short, the study highlighted four critical areas where video ads often falter. These areas also provide a framework for improvement.

1. Attention Is Fleeting—Make Every Second Count

One of the study’s most striking findings is how quickly viewers lose interest:

• The average LinkedIn ad stays on screen for 12.3 seconds.
• During this time, viewers actively focus on the ad for just 3.7 seconds.
• Even within those 3.7 seconds, viewers shift their attention 2.4 times on average.
  

This fleeting attention span reflects the challenge of breaking through the noise in a hyper-connected digital landscape. 

To overcome this, your ad must:

• Grab attention immediately: The opening moments of your ad are crucial. Start with a bold statement, visually striking imagery, or an emotional hook to capture interest.
• Focus on emotional storytelling: Research consistently shows that ads evoking an emotional response—whether humor, nostalgia, or inspiration—are more effective than purely rational appeals. Emotion not only captures attention but also improves recall and brand association.

Pro Tip: Avoid cluttering your message with excessive details or technical jargon. Simplify your narrative to amplify your impact.

2. Brand Early and Often

Another critical insight is the importance of integrating your brand prominently throughout the ad. The study revealed:

• Ads with three or more brand mentions achieved 48% correct brand recall, compared to just 32% for ads with only one mention.
• Contrary to common fears, there’s no evidence of “over-branding.” In fact, viewers rated ads with branding present for 60%-100% of their duration higher in likeability than those with less branding.

This means your brand should take center stage, not a backseat to the creative. Strategies to achieve this include:

• Incorporate branding in the first few seconds: Use your logo, brand colors, or a signature sound to establish your identity upfront.
• Integrate your brand naturally: Mention your brand name within the narrative or feature your product/service prominently in action.
• End with a strong call-to-action (CTA): Reinforce your brand’s value proposition and guide viewers on the next steps.

Pro Tip: Test different placements and frequencies of branding to find the sweet spot that maximises recall without feeling forced.

3. Keep It Short and Succinct

Duration matters more than you might think. The research found that shorter ads (10 seconds or less) outperform longer ones in terms of recognition:

• Short ads achieved 68% recognition, while longer ads (18 seconds or more) achieved just 59%.

Additionally, cognitive processing—the mental effort viewers expend to understand and engage with an ad—peaks in the first four seconds. After that, attention becomes inconsistent, making it harder for your message to stick.

This underscores the need for brevity and clarity:

• Focus on one key message: Resist the temptation to cram multiple points into one ad. Choose the single most important takeaway and build your narrative around it.
• Use a clear structure: Start with a hook, deliver your core message quickly, and end with a memorable CTA.
• Experiment with micro-ads: Try ultra-short formats (6-10 seconds) to test how concise storytelling impacts engagement.

Pro Tip: Think of your ad as a billboard—deliver your message at a glance.

4. Leverage Sound Strategically

While LinkedIn is predominantly a sound-off environment, the study found that including sound can still enhance ad performance:

• 70% of LinkedIn video ads are viewed without sound, but for the 8% of participants who did watch with sound on, recall and engagement improved significantly.

The lesson here is twofold:

• Design for sound-off environments: Your ad should convey its message visually, using text overlays, animations, or expressive visuals to ensure comprehension without audio.
• Add sound as a value-add: For viewers who enable sound, use it to amplify your message. A memorable voiceover, impactful music, or sound effects can leave a stronger impression.

Pro Tip: Include subtitles to make your video accessible and effective in sound-off scenarios.

Why This Research Matters

These findings come at a time when many organisations are doubling down on creativity. According to LinkedIn, over 75% of marketing leaders in the UK are prioritising bold creative strategies, and nearly 58% report a greater focus on creative quality over the past year. 

Yet, as the study shows, creativity alone isn’t enough. Without strategic execution, even the most innovative campaigns risk falling flat.

Get Started Today

The digital landscape is crowded, and marketers face the unique challenge of capturing attention in a sea of distractions. But with the right strategy, you can break through. 

By focusing on emotional storytelling, strategic branding, brevity, and thoughtful use of sound, your video ads can achieve the recognition and recall your brand deserves.

If you’re looking to create impactful, mission-driven videos but aren’t sure where to begin, download our Punchy Starter Pack. It’s a 4-in-1 resource including templates, guides, and best-in-class examples to help you get started.

If this blog has inspired you to take the first step, contact us today for a free quote and strategy session. Let’s bring your vision to life!