TV strategy: The optimal TV ad length
Daren PooleMillward Brown
Short ads are efficient in simple message communication and in stimulating memories, but longer ads engage more and create emotional association with the brand.
TV strategy
This article is part of a collection of pieces on perfecting TV advertising strategy. Read more.
As video explodes across platforms and devices, brands are increasingly exploring the extremes of ad length on TV. Millward Brown is testing significantly fewer 30-second TV ads and many more 15-second TV ads than it was in the 1990s. Thirty-second ads may still make up...