Answer… it depends.
A recent survey of households by Adroit Digital found that, on average, 56% of us are likely to skip video ads altogether (many finding them annoying) with 64% of younger viewers (18-24) following that pattern.
Does length matter?
According to the research, it depends a bit on the topic but video ads of less than 15 seconds are what respondents claim they preferred.
So are they worth the money?
Video ads that engage and entertain and that are short can have impact. Make sure you target their placement well and have good back-end analytics to measure impact.