Marketer's Toolkit 2019 – Being effective in short-form video

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.
  • Shorter video has minimal difference in effectiveness to longer video and is often at a markedly reduced price.
  • Short-form video should reinforce existing marketing messages to maintain clarity of purpose.
  • Brands need to think carefully about their creative approach, as crude approaches encourage consumers to skip the ad and softer emotions can be hard to convey in the available timeframe.
  • Brands are cutting back on volume TV and redirecting their budget into online video as short-form video ads appear more in broadcast TV....

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