Last week, MTV release “Project Inform,” which according to MTV is the first large-scale study to survey real consumers through millions of short-form online video streams. “Project Inform” has some measured both the effectiveness and likeability of different ad formats across a range of audience, content and advertiser categories.

Some of the results include:

- A five-second pre-roll combined with a ten-second lower 1/3 ad unit takes top prize as both the most effective and the most audience-friendly ad product for short-form online video
- The Lower 1/3 Product Suite was the most effective ad product across all advertiser categories. Remarkably, consumers also ranked the Lower 1/3 experience to be the most likeable of the ad experiences.
- The 30-second pre-roll finished second, performing well in overall effectiveness and likeability and demonstrating ongoing consumer acceptance of pre-rolls even for short-form content.
- While the Sideloader Product Suite ranked third for the test in many metrics, it showed promise in certain areas, such as online ad awareness. Consumers specifically liked some the interactivity and movement of the unit.

While everyone is watching short-form online videos, marketers are still unclear on how to place the ads. This study definitely sheds some light!