An examination of ad length: 15 vs. 30 secs

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.

The advertising industry is undergoing substantial disruption. The rise of mobile and proliferation of video formats and advertising channels has led to shorter consumer attention spans and diminished tolerance of longer ads. Capitalising on this trend, YouTube, Twitter, Facebook and others are running six-second ads, with Fox aiming to make the format an industry standard across broadcast networks in the US.

As ad lengths shrink, ad budgets continue to shift. Major brands are investing more heavily in short-form ads within their media mix amid growing pressure to efficiently deliver brand messages to consumers. Yet the issue of creative length remains....

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