Keep it short, sweet and interesting

So data mining is starting to show that online video consumers are the ultimate ADD
patient. (Yes, I know that could be taken as an oxymoron, but back to the point.)

Nearly half the audience of any video has an itchy trigger finger around 60 seconds into the show. So if you are going to be showing anything longer than that, it better be pretty darn compelling to keep them around. You are going to have only 23 percent of your audience sticking around past the two minute mark based on the study.

Web video services provider TubeMogul report after measuring 23 million streams on six top video sites over two weeks.

That's 23 percent of the people that even bothered to click play mind you. So like the fishing guides in Belize say about setting the hook on bonefish on the salt flats: "You gotta rip his lips off mon!" Then you take advertising into account, if it's not a pre-roll, it's not getting ANY eyeballs.