The rise in short form ads on TV – opportunities and challenges

Examines the opportunities and challenges in using short form ads on TV by looking at the changing TV landscape and short form ad effectiveness.

Short form advertising is not a new phenomenon. In our daily lives, short form ads are arguably the most common form of advertising we interact with, especially for those who spend a lot of their time online.

What has changed however, is the number of brands that have started using short form ads (defined here as 5-7 seconds) on traditional media such as TV.

Changing TV landscape

There have been many recent disruptions to traditional TV ad formats, such as split screen insertions or even commercial ad break takeovers, a format that has had a lot of success on ITV...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands