With younger consumers increasingly viewing short-form video content and social media on mobile devices, ad lengths are getting shorter. This trend is only set to continue with the growth of short-form video platforms. Short-form ads can be effective when they are used on the best platforms for the audience and roles they are good at or as a complement to longer ads, and follow best practice in terms of gaining immediate attention and branding. This is true online and on TV.
Definitions
Short-form video is online content under 10 minutes in length. The variety of content and creators is very...