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Short-form video is a “creative playground” for advertisers playing with the possibilities and potential of this exciting new format. It is truly exciting development in terms of the creative challenge which requires an especially strong concept and visuals. It also presents marketers with the opportunity to engage viewers in a less intrusive way which will hopefully improve peoples’ experience of online advertising.


Short-form video is usually defined as video under 10 seconds in length.

“Bumper” ads are a staple of television programming, offering short ads of between 2 and 10 seconds. There has been increased interest in 6-second video ad formats, partly driven by YouTube’s launch of a new “bumper” format in 2016.

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