There is increasing evidence of the effectiveness of shorter lengths in TV and online – and of the strategic purposes they are best suited for. Shorter lengths are less likely to be appropriate for emotional storytelling or complex messages.


TV advertising is produced and paid for by marketers to reach a target audience during TV air time. The cost of TV buying varies depending on ad length and positioning. TV ad length can range from 10 seconds to several minutes. The medium is in rapid transition and is continually evolving and adapting to meet consumers’ changing media consumption habits.

Video advertising is produced by marketers and broadcast across multiple screens, including computer and mobile, on 'owned' channels, in paid media or via earned media i.e. through viewer sharing. Video ad length can range from five seconds to several minutes.

Key insights

1. Short-form video can be effective when used right