Shortcutting video: The impact of ultra short ads

In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.
  • A study by IPG Mediabrands reveals that 39% of Facebook and Instagram, users only see the first 2-3 seconds of a video ad.
  • When looking at the effectiveness of the first 2 seconds of regular video ads, research revealed that, on average, respondents identified the correct product type in 46% of the cases, while in 31% of the cases people said they had no idea and an incorrect product was mentioned by 23%.
  • To make the product clear, immediately starting with the logo or a clear brand identifier seems to be the most important aspect – brands that do that...

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