On the whole we tell our clients that for most web promo videos, you probably shouldn't go on for longer than 30 - 90 seconds. But... there are exceptions to the rule.
Its all about retaining the attention span of your viewer, so if your video is interesting or funny enough, then they'll keep watching for the payoff.
Check out the barclaycard 'Dinosaur milk' promo and you'll see what we mean
Due to the general production values : the sets, actors, multiple cameras and complex lighting set ups, this particular shoot was probably pricey, but thats not to say yours has to be - it just has to be a good idea.
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